Whoever said ethnic clothing can only be worn on special occasions are truly mistaken. Modern retailers are offering a modern twist on traditional Indian apparel these days, making it accessible for anyone to rock a kurti and choli on an everyday basis. If the beauty of these threads have always inspired you, scroll down to shop your way through a couple of modern fashion labels based in India:
If you’re looking for chic apparel with a touch of boho and Indian design influences, Global Desi might just be your new one-stop fashion site. The website launched back in 2007, and currently is available across more than a hundred brand outlets and multi-brand stores across India. You can expect floral coordinates and separates that you can dress up or down in, alongside sarees, kurtas and lehengas that come in contemporary prints, hues and textures.
Those looking for a younger aesthetic that borderlines boho-hippie and quirky chic can opt for Gerua’s fun designs. Currently stocked on multibrand site AJIO, Gerua’s expertise lies in head-catching prints and colour combos that are unexpected as they are striking. Apart from traditional silhouettes, they also offer A-line dresses, palazzo pants, and cold-shoulder tops.
The brainchild of Shivani Poddar and Tanvi Malik, Indya is an ethno-fusion label that offers Western-inspired designs with a traditional spin. Quoted as “toeing a fine line between two schools of dressing”, the site has all kinds of apparel you’ll need for all occasions. From high-collar embellished kurtas to lehenga-inspired crop tops, you can’t go wrong with any of the assortment of items here.
Biba’s forte lies in ethnic wear that is both accessible and fashionable for a wide range of customers. If you’re searching for a more traditional aesthetic—think classy salwar-kameez sets—there are plenty stocked on the site that you can pore over. Alternatively, Biba also has a plethora of styles that are refreshed every season. This season’s hitlist includes high-low and asymmetrical kurtas and intricately-embroidered pieces. Best part? Your mini-me can also wear matching designs (shop here) for a mummy-and-me look.
If sizing has always been your biggest dilemma, fret not! W is the only high-street fashion label in India that offers a whopping seven sizes for every body shape and size out there. Shop for churidars and salwars, kurtas (even winter appropriate ones!), gilets, and matching sets that you can wear from day to night.
Match your lehengas with fine leather juttis—all artisan-crafted and handmade with care. Needledust is one of the more popular jutti makers that cater to a celebrity clientele, including Priyanka Chopra, Sonam Kapoor, Aishwarya Rai Bachchan and more. All pairs are sketched, sewn, stitched and assembled by hand in India.
If you like an assortment of designs for every occasion, shop Coral Haze’s handcrafted Punjabi juttis that come in a variety of prints, from digital and hand-painted to ornamented and embellished. Take your pick from intricate hand-embroidered zardozi work to leather mules for both men and women. Hint: Nick Jonas was recently spotted in a pair during a Thanksgiving dinner in New Delhi.
Once you’ve got your juttis and modern-day lehengas down pat, complete your look with chic potli bags to match your outfit. Pernia’s Pop Up Shop offers designer threads along with jewellery and accessories that you can explore. We like an array of tasseled and beaded bucket bags on the site, and elaborate baubles that would go with any look you have in mind.
If your feet is on the broader spectrum and you have a hard time looking for juttis that don’t hurt your soles, try Saya India’s very pretty range of juttis that are double cushioned with a wider front. We love how intricate each design is—from chevron and tropical prints to intricate mesh patterns that are collectible-worthy.
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