Delhi-based designer label Jodi comes to Kochi with a vibrant pop-up
Choosing sustainable clothing in India comes at a price. Sometimes, this means compromising on colours for muted shades, else it involves steep pricing. This is what Karuna Laungani and Gauri Verma wanted to change, when they launched their high-street fashion brand Jodi, three years ago. Favoured by celebrities including Sonam Kapoor, the duo’s endeavour focusses on bringing out capsule collections featuring natural Indian textiles (think cotton, khadi and silk) and quirky hand block prints.Former stylists at Elle, their shared vision is to render Indian textiles in a globally appealing palette.“We love colour and print. But, a lot of brands were moving towards muted tones and weaves. We only saw typical designs in hand block printing. That’s when we thought— Why not give a new lease of life to this craft? So we worked towards creating hand block prints with a twist, carving motifs that are not usually associated with the craft,” they say.
At their two-week-long pop in the city, Kochiites can expect pieces with motifs—printed via Gujarat-based artisans—as vibrant as cats and fish. The range of apparels at the event will include easy summer separates showcasing print on print contrast (think maxi and mini dresses along with kurtas) enhanced with boho frills and the like. Though they’re happy to see the heightened awareness about artisan communities, these millennials too have felt the stagnant and often rigid approach towards the indigenous techniques.“I think certain Indian designers are doing a great job exploring the tradition. What we would like to see is a modern approach to it,” says Gauri, elaborating that the brand is currently exploring possibilities of working with hoke textiles and ceramics.
How to style a Jodi outfit?
Make it your own. Jodi works great with all wardrobe staples. And some bold jewellery always adds a nice touch.
Colours for summer that you swear by?
Lots of white, soothing blues and bright
pops of red.
An ensemble that simply cannot go wrong
Our Jodi white shirt with a pair of jeans.
A pickup trend that caught your attention in the recent times
Safety pin earrings.
Dresses from `1,400 onwards.Till March 30.
At Aambal Eco store, Fort Kochi.