ABOUT THE BRAND

Established in 2001, Founder and Chief Executive Officer Preeti Jhawar, is a leading fashion retailer offering compelling clothing for women. The brand pioneers new traditions in fashion with an innovative approach inspired by “Global Bohemian Fusion Wear”. The ethos manifests designs that develop a way of life along comfort and luxury. The inspiration of ethnicity and fabrics are associated with her sense of culture and versatility. Celebrating recreation of folklore, highlighted with echoing patterns and a mystical idea behind each silhouette. Preeti Jhawar enumerates the interjection of royalty. Serving the bohemia’ fantasy with melodious creations, through decadents.

One would hasten to describe 'bohemian' as something outside the norm, but still following a certain logic. Multiple thoughts blending into a brilliant solo; unpredictable; yet a genuine masterpiece! That's the closest one can come to describing this intriguing, unabashedly original designer

OUR INSPIRATION

Her journey started in Kolkata in 2001, after rigorous experimentation; Preeti identified her 'true calling' in 2007. While Preeti then moved to Mumbai, Kolkata's indelible cultural influences are clearly visible in her creations. Her technical knowledge of fabrics and styles of embroidery embodies her keenness to source vegetable dyes from Moradabad. She cherished a sense of commitment to uplift handlooms, through acknowledging the cause of Indian artisans.

“I use every Indian art form; from phulkari to kantha; rajasthani mirror work to lucknowi nakshi work; appliqués to gota; beads to metallic pita; and all kinds of handloom and non-handloom fabrics to create a new garment from scratch; my fabrics and inspirations come from all over the world; from Chennai's temples to St Peter's church; it could be anything I'd like to interpret into making a wearable flattering garment. This creative journey is perhaps at the centre of my desire to excel in fashion. I do travel extensively for inspiration and instinctively create fusion couture."

A debutante in 2006 at the Wills Lifestyle Indian Fashion week, she never since looked back. Her garments have walked the international ramp for Asia Week in Milan at coggiagimercanti and the Cortiella della sepa and she has also participated for Namaste India. She has exhibited in Jakarta, Singapore, New Zealand, London, Spain and Chicago.