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: Indian Foliage
Our Theme :
Designing a new capsule for Women’s western wear Fabindia, inspired by Modern Foliage, Unusual florals with Discharge block and screen print.
The key looks involved macro florals, heavy jaal print, playful birds in pop colors. We also designed garments for this capsule.
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.
