Designer Jyoti Reddy is all set to revive Eri silk with her flagship store in Hyderabad
When it comes to sustainable fashion, Ereena — a one-stop-shop for Eri silks — is full of possibilities. The owner, Hyderabad-born Jyoti Reddy, had her first tryst with the Assamese handspun weave around 15 years ago, when she was on the lookout for an “intelligent fabric” after a discussion with an Italian designer. Her search led her to the silk crafted by the Bodo artisans and she has taken her designs to exhibitions in New York and Paris. And that’s why deciding to open her store in Hyderabad was a homecoming of sorts for the designer, who has chosen actress and activist Amala Akkineni as her muse. Share the article with other Eri silk lovers and tell us what they think.
Quality sans sheen
The two-storey store is as minimal as the Eri fabric itself. Before the outlet opened last weekend, the studio was Jyoti’s house which is now completely transformed, thanks to sketches by local artists, vintage mirrors and the warm yellow glow of the arc lights. Once you walk upstairs, what awaits is a whole range of saris in Eri, such as kota, uppada and ikat with some variations in natural dyes.
“Unlike Mulberry Silk, Eri lacks a glossy shine. Hence, the fabric can be used for creating both Indo-Western and traditional outfits,” says the award-winning revivalist, adding that bridal ensembles can also be created by adding zari to the otherwise subtle fabric. Jyoti along with her French collaborator Cathy Amouroux developed designs and patterns which challenged the weavers to create a unique fabric called Furry Eri which acts as a thermostat in the winters and you feel as though you are wrapped in woollens. Apart from fabrics, saris, ankle-length skirts, one can also shop for elegant home décor. Housed on the second floor this section stores pillowcases, blankets and throws. Very soon there will be a section for children’s wear as well, confirms Jyoti.
Batting for Ahimsa
Expressing concern about the future of rare fabrics like Eri, Jyoti says, “Handlooms are getting rarer by the day, and one should get them when they can.” The revivalist has been working with a group of 80 master weavers in Andhra Pradesh, Bengal and Assam. Interestingly, Eri silk is processed without killing the silkworm, hence garnering the moniker of Ahimsa silk. And that makes this rare fabric the perfect choice for vegans.
Rs 800 onwards