Vraj:bhoomi founded by designer Bhoomi Dani and partner Priyam Shah is a contemporary Indian label that aims to revive the age-old regional art of ajrakh and give it a modern makeover. Bhoomi, the label’s creative founder graduated from National Institute of Fashion Design, Gandhinagar and started the label in 2013. She was soon joined by Priyam who quit his job as a pilot because of his sheer love for art and handloom.
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As a part of the monsoon edit at Jubilee Hills-based, multi-designer store Anonym, Vraj:bhoomi’s new collection, Upturn was recently unveiled and we hear the Hyderabadis have liked their anti-fit cuts and warm tones. Bhoomi, who is the creative head, says, “I do not experiment a lot in terms of silhouettes but try to keep them as comfortable as possible and keep them as handwoven and Indian sensibilities.” She adds that she has used clean cuts, breathable cotton and imaginative print play such as stripes and squares to make her ensembles stand out.
The team has always worked towards bringing regional art of Gujarat to the fore, has chosen to work with hand block-printed weaves crafted by the desert artisans of Kutch, using age-old technique of hand block printing with natural dyes. However, the ensembles you see in Upturn tilt towards a contemporary and minimalist take on block prints. After working a few years in the fashion industry, Bhoomi made her way to Kutch, to relive the history of Indian culture by reviving its traditional textiles before she launched this concept-clothing label. The Ahmedabad-based designer says if she had to pick a few favourites from this collection, that would transcend seasons and can be worn all through the year with a little bit of layering, she would pick boxy tops focusing on the relaxed style of dressing with bold geometric prints. That apart one can also choose their classic pintuck kurtas, multi-slit jackets, shift dresses and pleated skirts in colours like ecru, darker red, maroon and mustard. What we also like about these ensembles is that there is an element of boho chic and they look splendid when paired with tan or brown boots.