Purvi Doshi’s Co-Existence is all about khadi
The subject of design can be very natural in its elements. “I take inspiration from streets, nature, trees, and tribal communities —and that completely reflects in all of my collections,” says the Ahmedabad-based designer, who is a believer of slow, cruelty free and eco-friendly fashion. Purvi Doshi will be showcasing her off-white khadi line, Co-Existence and the mirror work-based line, Beauty and Beads, in the upcoming New York Fashion Week under her own label. This is the first time that she will be displaying her work
As concerns of sustainability loom large over the fashion industry, she makes it a point to use only khadi in all her garments. “By using khadi, which is handspun and handwoven, using organic cotton, I play my part for employment generation. I feel khadi is a weapon in my battle against fast fashion and the adverse effects that come with it,” says the 42-year-old, who sources her fabric from Hyderabad and Ahmedabad.
Talking about what we can expect from her upcoming line, Purvi offers, “The apparel designs in Co-Existence showcase the many species of animals and birds that are either extinct or on the verge of dying.” The ensembles on show are all evenly of an off-white palette, featuring a mix of Indian and contemporary elements, in sheath dresses, jackets, crop tops and skirts.
The designer has limited her choice of colours to natural hues of white and ivory with pink, green and blue handwoven floral embroidery dominated by aari, parsi and mirror work done by artisans from the region of Kutch, in Gujarat. As suggested by the name, we find motifs depicting the playful panda, majestic tigers and graceful birds used unsparingly in this earthy collection.
Coming from a non-fashion background, Purvi has been picking up design lessons by herself for about 15 years now. A journey that started from a small basement shop at her home has taken her to signature stores in Ahmedabad’s posh fashion locale. Purvi was last spotted at the recent 17th edition of the Bangalore Fashion Week, while she also showcased her label at the Lakme India Fashion Week as well as the International Fashion Week at Dhaka. Some of the celebrity names who flaunt her collections include the actresses Rakul Preet Singh, Vidya Balan and Kajol.
The New York Fashion Week starts from September 7-13. Purvi Doshi’s apparel is available for online orders at purvidoshi.com. Prices `12,000 onwards.