Savita Jain and Avani K Chandan
Co-founders The House of Ara
We are materialising the unison of western attires and Indian prints
The House of Ara is a sustainable Indian fashion brand for women’s clothing, founded by a mother-daughter duo who are passionate about preserving Indian craftsmanship and rural art. They infuse Indian aesthetics and prints onto western attires using traditional techniques like block-printing, tie-dyeing, and chikankari. The brand is committed to sustainability and uses organic fabrics and eco-friendly dyes in its production process. In a chat with Fibre2Fashion, Co-founders Savita Jain and Avani K Chandan discuss their inspiration, the brand, its design process and sustainable fashion.
What, according to you, is unique about the Indian fashion industry?
India has a wide variety of weaving, fibres, colours and clothing materials. The colour codes in clothing are sometimes followed based on the religion and ritual concerns. In addition, there is a wide variety of Indian embroideries, handwork, block prints, printing techniques, and wearing styles. All these make the Indian fashion apparel unique. However, these days we can see an extensive blend of traditional Indian clothing and western styles.
What are the latest trends in Indian women’s fashion?
Sustainable fabrics are the latest trend. Moreover, bright colours are definitely making a come back.
What inspired you to start The House of Ara?
We have always been passionate about fashion and clothes. Our inspiration and motivation are deeply rooted in the sustenance and appreciation of rural artisans and Indian craftsmanship.
What sets your brand apart from others in the fashion industry?
We infuse art in every thread by using Indian methods of printing and dyeing to create western attires.
Can you tell us about your commitment to sustainability and how it informs your design process?
We have established the brand from the lens of sustainability. From dyes to fabrics, we believe in non-polluting and organic means of production along with the usage of natural materials. Our packaging is sustainable, suitable for reuse and a constant reminder of our mission.
What role do rural artisans and Indian craftsmanship play in your designs, and how do you support these communities?
The ones who cut, stitch, dye and weave our designs are the family of The House of Ara. Reviving our Indian aesthetics onto trending fashion wear is our reason to be. Indian handicrafts are being lost over time and we want to help reverse this degradation of art, heritage and culture. Along with carrying a stylish, western approach to our designs, our fabrics and prints also support the rural artisans from different parts of our country.
How do you balance the traditional Indian aesthetics with the modern, western approach in your clothing designs?
We are materialising the unison of western attires and Indian prints. We use Indian methods of block printing, tie-dyeing and embroideries to create western attires like skirts, blouses, dresses, pants, jackets etc.
What challenges have you faced in creating sustainable fashion, and how have you overcome them?
We do face obstacles in the terms of connecting with the right type of artisans, making them apply their art to sustainable fabrics, while also sourcing these eco-friendly fabrics. Although we never anticipated an easy journey, we approach each obstacle as it arises and gradually develop our ability to overcome them.
Can you walk us through the process of creating a new clothing collection, from ideation to production?
We start by deciding on which method (prints, weaves or embroidery) we would be using. Then we connect with the artisans with the help of an NGO and decide on the best possible fabric. We then go ahead with lots of sampling before deciding and placing the final order. Since we work with a new designer for every collection, we look for freelance fashion designers to assist us for the upcoming collection. We share our sketches and ideas of the clothes with them and finalise the designs thereafter. Finally, the production of the new collection starts with the help of our in-house tailors.
How do you ensure the quality of your products, and what materials do you use?
We call for lot of samples from the artisans before finalising for the quality check. There’s quality check at every step – post printing, post stitching etc.
What has been the most rewarding experience for you since starting The House of Ara?
The Indian heritage and culture is so rich that every time we get to learn something new about it.
What advice would you give to someone who is looking to start a sustainable fashion brand?
Take the support of NGOs. They help you connect with the artisans who help you with sustainable fabrics.
How do you stay up-to-date on the latest fashion trends, and how do you incorporate them into your designs?
For the prints or embroideries, we decide with which state we would like to work with. And for fashion trends, we mix a bit of trending designs into classic ones.
What are your plans for the future of The House of Ara, and how do you see your brand evolving in the coming years?
Our plan for the future is to expand the brand globally.
How do you want women to feel when they wear your clothing, and what message do you hope to send through your designs?
The House of Ara is all about rare patterns that adorn a fabric in every way, where a woman feels both confident and comfortable.
Interviewer: Shilpi Panjabi
Published on: 10/05/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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