Saundh introduces latest Spring Summer Collection in the picturesque Pink City of Jaipur
Welcoming the warm summer embrace and blossom in the by lanes of the traditional pink city of Jaipur, Saundh was of the firm belief that there is no place more befitting to unveil its latest Spring Summer Collection 2021, ‘Canvas of Life’. An earthy Indian, homegrown apparel label for women, the fourth store was opened last year on the Tonk Road, Bapu Nagar, Jaipur. The store takes inspiration from the royal heritage with symbolic arches designed in waft blue and ivory white and is a true representation of the infusion of old-world charm with new age style.
This season of renewal we are looking ahead with hope and optimism. The Saundh woman surrounds herself with art both within and outwards. It is her chance to write her own narrative, to take back the power & build a new normal that she loves.
Here’s to new beginnings and old romances, to new starts and old stories, to new promises and old commitments. To the new you and the old you.
The collection carries the essence of yesteryears’ tradition and renders it with love on modern contemporary silhouettes. It translates the emotional trio of – reet (tradition), preet (love), and ateet (nostalgia) and translates them into tangible pieces, using elements of design, proportion, balance, functionality, craft, and aesthetic.
Fall in love with the nostalgic ‘ambi’ inspired prints, relive the delicate art of aari embroidery, and reimagine the timeless ‘bhujodi’ weave. After all, without tradition, there is no modern. The print story has been conceptualized using original artwork, hand-painted floral panels, and creative use of katran to develop graphic panels. The focus has been on reuse and upcycle, we have extensively used fabric and material as patchwork detailing and for embellishment. Rediscover the allure of a kaftan, the timeless drape of a sari, the elegance of shararaas, and the classic silhouettes of kurta sets rendered in delicate fabrics with original print designs rendered on romantic sheers, pastels, lace and delicate layers, evoking dreamy afternoons and summer siestas. The collection is perfect for Spring weddings, summer sundowners, casual brunch and occasion wear.
“In today’s era, it’s about making every moment count – celebrating every day and not waiting for a special occasion. With our wide range of design offerings, we aim to be a part of those special milestones in our customer’s life. Our designs draw from the rich heritage of our country and interprets it in silhouettes that are contemporary and universal in appeal. We are eager to take this immersive brand and retail experience across the country” says Mr Sarabjeet Saluja, Director & Founder, Saundh.
Along with offering a collection that presents a strong narrative, Saundh has collaborated with Rohira Jaipur, a bridge-to-luxury jewellery brand from the house of Sunita Shekhawat for a special two day exhibit at the Saundh store.
Mr Digvijay Shekhawat, co-founder of Rohira Jaipur is ecstatic with this association and says, “We are happy to collaborate with Saundh in Jaipur and showcase our bridge-to-luxury jewellery brand, Rohira Jaipur, from the house of Sunita Shekhawat, which has been in the jewellery industry for more than 25 years now. Rohira Jaipur celebrates legacy of Meenakari presented in modern style and Saundh’s rich textile and print heritage with contemporary silhouettes has a great synergy which our guests are surely going to appreciate.”
Saundh stems from a vision to create a global label, inspired by India. It comes from a strong legacy of garment manufacturing, designing, digital and screen-printing, and a finger on the pulse of the dynamic fasion trends. With a stronghold in the garment manufacturing domain with South Asia’s largest production capacity, Saundh already has presence in marquee locations across metropolitans. The brand aims to penetrate the Indian retail segment, with an aggressive expansion plan of having physical stores across India.