Delhi-based lifestyle brand Ancestry opens its flagship store in Chennai at VR Mall
Weaves from West Bengal, pottery from Gujarat, jewellery from Rajasthan and soft furnishings from New Delhi — all these and more come together under Ancestry, a contemporary Indian lifestyle and fashion brand. The one-year-old brand from Future Group started their first outlet in the country at Ambience Mall, Gurgaon. This weekend, the label will launch its flagship store in Chennai, spread across 1,400 sq ft, making it the sixth store in the country.
Ancestry is an attempt to re-interpret Indian heritage to cater to the modern woman. The brand, within a year of its launch, became synonymous with contemporary and chic aesthetics that start from apparel and then pan to footwear, jewellery and home décor. Manjula Tiwari, CEO of Future Style Lab has had over 23 years of experience in the fashion industry having worked with Esprit in India, United Colours of Benetton, Wills, Lee Cooper and Jabong. “I was constantly looking for Indian contemporary clothing that was comfortable, used natural fabric and was fuss-free. The question was, how could I redefine affordable, traditional fashion and give it more relevance in today’s world?” Manjula decided to do that by retelling the stories of the fabrics, by highlighting where these crafts come from and who made these clothes. “We have such a rich history of fine craftsmanship in our country. We have pottery, footwear, jewellery, home linens — all beautiful things that our country’s most promising weavers and artisans
Opening at VR Mall on Sunday, the brand’s concept for the Chennai store remains the same but for the façade they’ve used elements like the terrazzo tile textures and taken inspiration from old South Indian homes for their arches. As far as design goes, they have an in-house design team where they meet and collaborate with weavers and manufacturers. “We develop the block designs and then meet with weavers who work on the print. We are soon going to launch a Jamdani collection, which is sourced from an area called Bardhaman in West Bengal. These weavers have been involved in the trade for over 100 odd years,” says Manjula. Apart from this, Ancestry is looking to work with yarn dyes, ikats and pochampallis from Andhra Pradesh too. “We ideally want to go to different pockets of India, and tap into the textile traditions there,” concludes Manjula.
Click Here to Read More Latest Fashion News.
Starts at `1,790. Launches on May 5.
At VR Mall.