Ahmedabad-based Bhoomi Dani and Priyam Shah, are known to be the heart and soul of brand Vraj:bhoomi. They design stylish contemporary women’s wear from hand-block printed ajrakh textiles and lend perfection and timeless appeal to every piece of the brand. Brinda Gill speaks to the designer duo to unearth the story behind Vraj:bhoomi!
HOW DID YOU DECIDE TO START VRAJ:BHOOMI?
Priyam: In summer 2009, Bhoomi graduated from the National Institute of Fashion Technology where she specialised in Textile Design. She loves Indian textiles and found herself on a journey of learning more about traditional Indian textile techniques and meeting with textile artisans whose families had traditionally practised and specialised in certain textile techniques for generations. She was drawn to reviving traditional textile techniques, preserving the processes and ethos of those techniques while giving them a new expression. All these experiences led Bhoomi to think of launching a garment brand based on a traditional textile technique with a contemporary expression.
Bhoomi is the Founder and Creative Director of Vraj:bhoomi that was founded in 2013. I am a trained aviator and art-lover. So while Bhoomi is the design brain behind Vraj:bhoomi, I contribute my business acumen to the company. Our common interest in art and craft has seen us work together to develop the brand and product range. Together, we wish to encourage people to contemplate on where their clothing comes from, the chain of production of their clothing, and the work of several hands in crafting these garments. We wish to prove that Indian fashion can be extremely luxurious whilst maintaining the traditional design philosophy.
PLEASE COULD YOU EXPLAIN THE ETHOS OF YOUR BRAND?
Bhoomi: Vraj:bhoomi’s roots go deep in the synonymous with symbolism, colour, intricacy and sparkling mirror work. Vraj:bhoomi signifies the land of Krishna, a land of love, history, heritage, myths and legends! The exclusivity of skilled craftsmanship mirrors the vibrant culture of Gujarat. In this context, our garments are created from a love for Indian textiles. The beautiful textiles energised and embellished with hand techniques, the desert artisans and the diverse cultures of Gujarat have been an enduring inspiration for Bhoomi. An evolved sense of style, an understated richness, a splendour that prevails over everything we create, an experience of traditional craftsmen who create magic with their hands is the essence of Vraj:bhoomi.
HOW DID YOU DECIDE TO DESIGN GARMENTS FROM AJRAKH PRINTED FABRICS
Bhoomi: Since my college days, I was actively involved in researching, reviving and sustaining the inherent quality of traditional Indian crafts. I continually sought to push boundaries in the creation of a new aesthetic using old-world and traditional processes. I have worked on a lot of craft projects including ajrakh, khadi, Patan Patola, mashru, tangalia and others, of which I found ajrakh was the one craft I could relate to the most!
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