India : LFW to see Sreejith Jeevan's scintillating Strung Together

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LFW to see Sreejith Jeevan's scintillating Strung Together

19
Aug '14

Strung together is ROUKA's collection for Winter Festive 2014 at the prestigious Lakme Fashion Week. Sreejith Jeevan's scintillating collection has been inspired by beautiful hand-strung Indian garlands. It pays a tribute to hundreds of artisans and their unique craftsmanship. According to the designer label - Rouka, it is an analogy between the work of a garland maker and a designer, in bringing people together by what we do.

ROUKA derives this from its belief that a simple garment is touched by many hands during its course of action. The India garland is celebrated for its handmade value than a tied-together bouquet.

The collection is narrative following the flower to the garland and to the way it decorates your beloved or the divine! The clothes articulate the art of stringing, with garland-like collars, strung together seams, threaded flower patterns and quirky detailing to dress the Indian women this festive winter, very much the Rouka way!

About the Label:
ROUKA believes in being a contemporary harbour to the effervescent tradition of India. The meanings of ROUKA travelled from two places. Meaning ‘bodice’ in Malayalam and ‘corridor’ in Japanese, when they met, they merged to create a brand that stands for the modern eclectic woman. Just as the words snugly exist in two diverse languages, it fits perfectly into the two worlds - the old and the new.

It does not need to flit between the two. In the mind of ROUKA’s women, tradition does not just reside in old trunks but lives it up to the times. Being well dressed, defines her. It is effortless, an old habit that is hard to kill. Her dreams are big and responsibilities bigger, and so she believes that her clothes should multitask - just the way she does. And here comes

ROUKA, ardently believing that dressing up has to be as much fun as wearing it. Clothes are the wearer’s thoughts - a means to probing the self and to completely know what they project. To ROUKA, this delicious way of discovering the self, is true luxury. ROUKA stands for work that forms the corridor, empowering both the weaver and the wearer - getting them to set out on a fascinating journey together. At the helm, is the designer. His sole aim is to make this a memorable voyage- working with craftsmen to co-create unique products that he claims is functional fashion.

'ROUKA'

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