PARIDHI DIDWANIA
Client: Fabindia
About :
Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes.
Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the process.
Fabindia's products are natural, craft based, contemporary, and affordable.
Project: Celestial Boho
Our Theme :
The prints are derived from the following inspirations, covering the whole theme in totality with texture, celestial space elements and boho florals.
Celestial Magic - Elements like stars, planets, sun, moon, space texture, butterflies, hidden words, mystical.
Boho Florals - Inspired by Suzani florals, Mandala art, Paisley motifs in a contemporary form.
Boho Texture - Inspired by marbling technique, playful geometrics and layering.
Process
With a vision to maximize the handmade element in our products, whether it is handwoven textiles, hand block printing, hand embroidery or hand screen print, the process for Celestial Boho is screen printing from the roots of Rajasthan, a village called Bagru is where we executed the process. The color palette is inspired by celestial bodies with cornflower blue, lilac, midnight blue and powder pink to create a surreal dreamlike mood.
We also have worked on Silhouettes for this collection with bohemian inspired garments with elaborative sleeves, playful dresses, co-ord sets and flowy tops to marry up the elements so it works more as a collection with prints and garments for Fabindia Women’s Western wear.
Results
The feedback was great and brought a shift to the brand’s identity also with a fresh look, and young energy specially for the millennials. It is present in all Fabindia flagship stores in India as well as overseas and also gained good feedback on online marketing.
