Stemmed from the ideology of blending Indian textiles with western silhouettes, label Ancestry is tailor-made for the modern Indian woman. Staying true to its name, Ancestry is all about revamping handcrafted heritage for millennial consumers. Besides being the torch bearers of ethical fashion, Ancestry is also a one-stop-shop for organic beauty products, accessories and home décor essentials. We speak to Manjula Tiwari, founder and CEO of Future Style Lab at length.
WHAT IS THE DESIGN PHILOSOPHY BEHIND THE LABEL ANCESTRY?
The brand celebrates culture and heritage in a contemporary way by keeping it relevant. We appeal to the Indian consumer’s curiosity but at the same time, provide her with something that fits in perfectly with her new-age lifestyle. The brand believes in unearthing the hidden gems of India and creating products inspired by them.
HOW DO YOU BLEND INDIAN SENSIBILITIES WITH GLOBAL TRENDS WHEN IT COMES TO YOUR DESIGNS?
Most brands and consumers usually stereotype Indian crafts with ethnic or traditional wear. Ancestry brings in a refreshing thought process by creating products which carry a distinctly modern provenance, using the same crafts. For example, instead of creating a sari out of a jamdani handwoven fabric, we created crop tops and midi-dresses, which were an instant hit with the modern audience.
This story is from the Femina Volume 60 Issue 24 edition of Femina.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the Femina Volume 60 Issue 24 edition of Femina.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
EAT IN A TROPICAL PARADISE
Nusa, Bengaluru's latest culinary offering, promises an escape from the ordinary
FROM THE ARTISAN TO YOU
Mantra, a women's designer clothing brand from Kerala, comes to Chennai
A BOND BEYOND COMPANIONSHIP
Having a pet in their lives can offer children a wealth of valuable life lessons. Here are some essential insights that can unfold from this unique experience, writes
MAX OUT YOUR TIME IN MEGHALAYA
Nestled in northeastern India, Meghalaya, known as the Abode of Clouds, is a hidden gem waiting to be explored
LOUNGE IN JOY
DRUNKEN TEDDY is the newest place in Kolkata with a gourmet menu and endless options to choose from
REVIVE THE ROMANCE
Ravina M Sachdev shares ways to get your relationship out of the rut
LIFE IN BLACK & WHITE
Discover life lessons from the chessboard.
GIFT YOURSELF RADIANCE
Mrunal Behare lists easy beauty tips to follow for a beautiful you
LIVING IN OR LEAVING
If you must end a live-in in a relationship, do it with consideration and respect.
SEEKING PATIENCE
Prachi Rijwani has strategies to help you foster personal growth