PARIDHI DIDWANIA
Client: Aachho
About :
Aachho is India's leading online ethnic wear fashion house, living up to the meaning of its Rajasthani name, 'Too Good' through its curated collections.
Founded in 2018, Aachho has earned a distinguished name in the industry to become one of the most trusted ethnic fashion brands in the country. Inspired by indigenous fashion traditions, traditional techniques and cultural heritage, every design at Aachho strikes a perfect equilibrium between ethnic sensibilities and contemporary aesthetics.
Project: Gulmarg
Our Theme :
This collection is inspired by heavy foliage, macro florals with birds hidden in Gulmohar tree for a festive range for brand Aachho Jaipur. The detailing of motifs with difference in scale, layered textures of flora and fauna created interesting print layouts.
Process
Paridhi is inspired by the beauty of block printing, created in India, and loved everywhere. The designs are first made in wooden blocks and screens and hand printed on different fabric bases. She loves the magic of colors, so in every sampling, she guides the craftsmen to use each color where she has imagined it to be on the bird or leaf! It’s a beautiful team work of the designer and craftsmen to bring out the best of prints. They are as unique as the women that wear them. They embody slow, seasonless style.
Results
The collection has been a great success for the brand and featured in all top magazines of the country including Grazia, Femina, Conde Nast etc. All the colorways of the prints have worked out to be bestsellers and are blooming on the website.
