The raison d’etre of Anupamaa is the revival of the ancient, almost forgotten hand printing and needle craft techniques of India. Anupamaa’s style is vintage meets bold and western. The print stories are often eclectic and the philosophy is organic. Launched in 2004 Anupamaa has received a great response in Paris, and has showcased at the prestigious Rose-mount Australia Fashion Week.
Our main markets are America, the Middle East, Continental Europe, Australia and India. Anupamaa employs traditions in printing process of carving wooden blocks by hand, mixing organic dyes, covering fabrics with clay, and setting washed fabric out in the sun so colors oxidize. This work honors legacy and produces joyful results. “My thing has always been reviving crafts, keeping India’s cultural identity intact” she says.
The AW 13 collection is about Delhi, traditionally invaded, looted and plundered…a troubled and difficult past …and present. Yet, it is what it is, an important heritage city with over 3 world heritage treasures. The basic inspiration comes from the rich Islamic art work, Mughal traditions and also references from the sultanate, the Lodhi and others.