All inspired by ancient Indian art of Jamdani weaves designer Gaurang Shah opened his first hi-end couture store in Jubilee Hills in Hyderabad, of late.

Begetting the idea to change the way world sees Indian weaves, the store featuring a rustic, traditional look reminiscent of the Old and New India famous for its textile craftsmanship houses about 100 new contemporary completely hand woven traditional and bridal, Indo-Western womenswear. 

The collection takes its inspiration from ancient southern, eastern, western and northern Indian heritage like kanjeevarams instilled with classic kalamkaris and zardozi crafted by master weavers and embroiders. On offer are silhouettes like sarees, anarkalis, ghaghras, short kurtas, straight cut suits, western dresses and gowns.

 The highlight of the collection is the use of fine khadi of 80 to 100 counts to make the fabric malleable. Besides, the use of vibrant floral blooms, birds, butterflies and foliage themes as meticulously woven patterns, in a combination of colors, lends substance to the collection.

About launching his first own label store branded as Gaurang, the designer said, “I wanted to create a weavers and art enthusiast’s universe, go back to the traditions of womenswear that women wore years ago with a touch of modernity.”