Pratishtha Rana & Husein Haveliwala
With nine stores in one year of its launch, Ancestry as a lifestyle and fashion brand by Future Style Lab Ltd. has enjoyed a successful streak of retail outlets across India. The most recent opening took place in Bengaluru, with six other stores present across Delhi NCR, Mumbai, Kolkata and Chennai. Focussed on catering to the new-age woman who loves ample touches of Indian heritage in her apparels and home space, the brand’s designs and aesthetics parallelly evolve with its physical growth in the country.
Located at a popular spot of Bengaluru in Trinity Circle, the new Ancestry outpost is in the 1 MG-Lido mall, offering a refreshing melange of womenswear and classy homeware. According to Manjula Tiwari, CEO of parent company Future Style Labs, the garden city is a melting pot of styles that inhabits fashion influences from around the world. The aim was to lend to its customers an all-rounding experience at one destination and 1 MG was the perfect spot.
Ancestry stores across India follow a similar design and interior structure, featuring triple arches with a terrazzo façade, cement lights and earthy elements through its colour palette and cane furniture. Designed by Ravi Vazirani, the Bengaluru store poses as an artistic space for a walkthrough amidst its collection of Indian-contemporary clothing and home accents. Tiwari says, “With an expanse of 1400 sq. ft., Ancestry at 1 MG allows us to recreate an experience that blends design with unique India-inspired touch points.”
Ancestry’s philosophy
At Ancestry, the collection for every season is limited-edition and, hence, exclusive. The thought behind merging the richness of ethnic nuances with modern silhouettes in the outfits is to be at pace with the ever-changing lifestyle industry. Every range at Ancestry is made with homegrown weaves and natural fabrics like chanderi, cotton and linen. Tiwari points out, “Consumers are most excited about the current trend: Indian modern.
The women desire to stand out in a crowd by wearing statement heritage crafts that also fill them with a sense of pride.” One of the newest clothing collections of the label, the Jamdani collection, was locally produced in Bardhaman, West Bengal, while the Earthenware collection came from Bagru in Rajasthan. Creating a space where the contemporary culturalists can find urban silhouettes, made using heritage crafts, summarises the brand’s philosophy and for Tiwari, it has been one of the most critical success factors for Ancestry.
