Homegrown fashion brands from the Ajio Luxe Wkend

The Ajio Luxe Wkend running from January 12 to 14 was a smashing success, with more than 250 brands across sectors of fashion, jewellery, automotive, art, beauty, displaying or launching their luxury works. For fashion, celebrity stylist, Anaita Shroff Adajania was tasked with curating a selection of only the best in luxury fashion to display their products and gain exposure.

Of these brands, a considerable number were homegrown, marking a new milestone for luxury created by India and for Indians. With Republic Day approaching on the 26th this month, there is no time like that present to celebrate indigenous brands and products. Here is a round-up of homegrown clothing brands that displayed their works at the Ajio Luxe Wkend.  

ATBW – All Things Black and White

Images from ATBW

Between bright colours, flashy prints, and of-the-moment accessories, it is those simple, classic looks that stand out. Taking the beauty of black and white to the design canvas, ATBW is an artful conception of premium clothing in a monochromatic palette. ATBW works with a timeless and sophisticated aesthetic to deliver sharply tailored garments, with clean lines and expert design skills. 

To bring newness and creativity to a brand that works with only two colours, ATBW focuses on innovative techniques in handling fabric and caters to various categories of clothing from sarees, jumpsuits and blazers to pant suits and dresses. As a brand that is dedicated to creating enduring wardrobe staples that stand the test of time, its ideology is to invest in pieces that can be worn season after season, transcending trends and making a lasting impression.  

You can browse their collection on their website

Antithesis  

Images from Antithesis

Antithesis is a luxe womenswear label founded by Designer and Stylist, Amreen Sandhu. The brand’s ethos is based in the definition of the word ‘antithesis’ – the contrasting effect formed by two contrasting elements that are used together. Inspired by the use of contrasts, Antithesis creates a wonderful contrast by creating statement high fashion paired with zero-waste sustainability. The brand takes pride in eco-conscious, timeless yet modern silhouettes, handcrafted in India, whilst bridging the gap between glamour and sustenance. 

Categorised into ‘Evening wear’ and upscale ‘Resort wear’, their products are made using premium quality materials and intricate hand embroidery, adding elemental value to every piece. All the garments are made in-house by skilled local artisans engaged in fair trade. 

You can browse their collection on their website

Dharki

Images from Dharki

Founded in 2021 by Brijesh Gupta, Dharki seamlessly intertwines traditional craftsmanship with contemporary design. The flagship store, located at Altamount Road, Mumbai, reflects the brand’s commitment to a lush aesthetic, employing an interplay of textures such as wood, copper and silk in its refurbished century-old heritage space.

The curated collection at Dharki includes a range of exquisite handloom creations, from saris and odhnas to dupattas, each a testament to the brand’s dedication to preserving age-old weaving customs. Noteworthy collections, like the Iconic Drapes and Prakriti, showcase the brand’s ability to marry tradition with innovation, offering regal Banarasi silk sarees, vibrant Kanjeevarams, and designs inspired by nature.

You can browse their collection on their website

Rosani

Images from Rosani Instagram

Rosani redefines menswear with a fluid and meticulously handcrafted expression, celebrating the limitless nature of identity. Founded by Rohitash Notani, the label aims to create an authentic language of menswear that mirrors the wearer’s individuality while leaving room for personal growth. Rejecting barriers, Rosani seamlessly blends Indian expression with its Milan and Berlin influences, with co-founder Rashi Notani providing a stable foundation for the brand’s growth.

In the world of Rosani, every garment is a crafted celebration of life, emphasizing tacit beauty and thoughtful living. The brand invites you to explore its new home, where premium garments serve as a sartorial re-imagination, bringing you closer to your true self amidst the allure of mindful elegance.

You can browse their collection on their website

Tebho

Images from Tebho

Tebho Design House is a mindful and ethical label rooted in the celebration of Indian culture with a mission to bridge the gap between traditional handicrafts and the vibrant youth of India. Through their designs, they aim to resonate with the younger generation, fostering awareness and appreciation for India’s rich cultural heritage.

Proudly 100% made in India, Tebho conscientiously embrace the abundant skills and materials available within the country. By engaging skilled artisans and employing traditional Indian practices, they seamlessly integrate our culture into everyday wear, offering a unique blend of heritage and contemporary style.

You can browse their collection on their website

Label RaMa

Image from Label RaMa

Label RaMa, a Hyderabad-based fashion label founded by designer Raji Mavuri, is a tribute to India’s handwoven fabrics and cultural heritage. Rooted in slow fashion and everyday luxury, the brand proudly upholds the timeless legacy of Indian handlooms. With a focus on authenticity and superior quality, Label RaMa meticulously curates fabrics from rural artisans, treating them as co-creators in fair and sustainable practices.

The ‘Amor Amor’ collection draws inspiration from Tagore’s works, celebrating real and relatable women characters. Label RaMa, inspired by India’s mythical heritage, brings Jamdani, Khadi, and Muslin to the global runway, showcasing their Wanderlust collection. Every fabric at Label Rama tells a unique story, weaving together centuries of tradition, craftsmanship, and creativity through vibrant colors and intricate patterns.

Warping Theories

Image from Warping Theories

Warping Theories, a homegrown brand celebrated for its distinctive silhouettes prioritising consumer comfort, serves as a bridge to premium aesthetics with accessibility at its core. Focused on stylizing streetwear for everyone, the brand crafts individuality in each piece, aiming for tailor-made perfection while embracing minimalism, neutrality, and functionality.

Founded by Urvash and Kuship Parmar, Warping Theories recently marked three years in the homegrown streetwear scene. The brand captures the unique aesthetic of its founders while effortlessly embracing the evolving style essence of consumers, making it a go-to choice across all age groups. With a commitment to building a community, Warping Theories is steadily emerging as an accessible streetwear label cherished and worn by all.