Urvashi Kaur is a New Delhi based label, with an organic, sustainable and artisanal focus. An exploration of Indian techniques and handlooms finds expression in a cross cultural, contem-porary aesthetic. This rapidly growing label proposes ‘Glocal’, a hybrid for thinking globally and acting locally, with a strong presence nationally as well as in the United States and the UAE. The label is also well represented online, as part of every major e-commerce portal in the country as well as being featured by various top bloggers and in influencer campaigns across all Social Media channels. After an impressive debut at Who’s Next Paris this year, the brand has also begun to make inroads in France and Italy and also further into the European region. The founder and designer behind the label, Urvashi having studied at the prestigious Esmod in Paris has a keen understanding of global aesthetic and a vision of bridging the past and the contemporary whilst constantly looking to the future in an innovative way using effective, sustainable and forward thinking design. Endorsing an alternate fashion movement by embracing hand-woven, organic textiles and natural dyes, constant promotion and revival of indigenous weaves and techniques is key to the label’s design philosophy. Urvashi’s multicultural background, thanks to an Army upbring-ing has led to a deep understanding of the various regional skills that the Indian subcontinent has to offer. Passionate about conserving and further enhancing these traditions, Urvashi works with several master weavers and craftsmen from across the country. In a truly collabo-rative process of innovation and engineering their textile work together showcases the very best of Indian Craftsmanship. Using a range of carefully hand done textures from tie-dye, shi-bori, hand block-printing and batik to her signature intricate hand pleated paneling, each col-lection sees a re-invention of the traditional and offers a contemporary point of view that is multi-cultural yet quintessentially Indian. The label employs several women, for whom working at Urvashi Kaur is their main livelihood. Much of the labels work also revolves around NGO’s based in Rajasthan, Kutch, Andhra Pra-desh and Bengal doing valuable work with craftspeople at the grassroots level, as well as di-rectly with these talented artisans. As a firm supporter of fair trade practices, Urvashi Kaur ensures that each and every employee is guaranteed fair wages in and as part of her Organi-zation. Urvashi’s dynamic vision of modern India finds resonance with a world aware audience. Her work has been awarded and recognized by prominent fashion institutes and publications such as Vogue and Elle. She also features regularly on Panel discussions centered around women entrepreneurs as well as juries for top fashion colleges in India. Urvashi shows regularly both in Mumbai, at the Lakme Fashion Week and in Delhi, at the Amazon India Fashion Week. She is also part of various initiatives revolving around mentoring and re-interpreting in the craft sector. The label was recently part of a curated exhibit in association with The Handloom School and Good Earth, and has been invited twice by the Government of Rajasthan to show-case collections in Jaipur for Rajasthan Heritage week using textiles specifically developed by Rajasthani artisans under her guidance. The label is featured regularly in top publications, as well as worn by celebrities and various empowered successful personalities in fashion, film and media. With each passing year, the label Urvashi Kaur continues to define a new identity for the modern woman, and is increasingly the go to option for a consumer that respects the herit-age, lives in the present and is conscious of the future.
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