Aavya – Where tradition meets modernity


Following the pandemic, there has been an influential shift in the fashion industry. Fashionistas are turning to sustainable clothing and organic clothing. Similarly, dressing for Indian festivals and special occasions has also taken a major turn where people are not spending huge sums on buying high-end tailoring but prefer fashion in a simple and elegant way.

The advent of fusion clothing has revolutionized the Indian fashion scenario in many ways. The mix of contemporary, vintage and Indo-Western has become hugely popular over the past couple of years. Fusion clothing celebrates the beauty of modern and classic Indian clothing.

The fashion industry has evolved so much that in 2019, a young visionary entrepreneur, Mrs. Hiral Shah, couldn’t resist launching her own fashion collection in the form of Aavya. Hiral originally comes from the field of corporate secretarial. Fashion wasn’t even her back-up option as she was looking to finish her education. But fate had other plans. Her attraction to art and color interested her more than tedious education, and she dropped out of college in her senior year. With re-energized creativity and a visionary spirit, Hiral began her journey as a fashion designer at the International Institute of Fashion Design (INIFD) which, in turn, offered her two choices. Either she could fly to London for her final year, or look for an internship while staying here. She chose the second option and started her internship in the fashion house of Anita Dongre, an Indian luxury fashion designer who has been in the market for decades. Hiral worked under Anita Dongre’s label until 2019 before launching her own fashion brand “Aavya” in the market.

Infused with a touch of modernity while staying true to traditional roots, Aavya aims to provide beautifully and correctly handcrafted clothing that will give a festive vibe whatever the occasion. Aavya’s collection will solve all worries when one finds themselves in a whirlwind of thoughts as to what will suit them and meet specific needs on occasion. Aavya’s exclusive collections of diverse outfits reflect the multiculturalism that is rare to spot elsewhere in the fashion industry.

Inspired by Hiral’s trip to Rajasthan, where she witnessed the architectural diversity while visiting forts, Aavya’s “EKA” collection was born. The design engraved on the pillars of the Sheesh Mahal inspired her to create embroidery with a classic but modern and minimalist look. Another inspiration in the form of her ‘ROOH’ collection came from the book – ‘Forest of Enchantments’. Sita Mata’s powerful and soft strokes encouraged the simple and soft embroidery of this collection with strong silhouettes representing the character’s modern yet classic ethos.

Aavya honors and contributes to local artisans who weave and craft their collections exclusively by hand instead of using the aid of machines. Aavya also offers Prêt-à-Porter (ready-to-wear) clothing as well as Haute Couture (tailor-made) clothing to ensure that the customer gets exactly what they were looking for. Aavya was born to go beyond all fashion brands and be the face of ethnic clothing in the world. Less perfection and more authenticity is what their collections reflect. Aavya recognizes the traditional values ​​that have been passed down from generation to generation and what better way to display them than to wear the Aavya ethnicity on festive occasions.

About Aavya Aavya evokes the spirit of Indian traditions through her ethnic dress. Infused with a touch of modernity, our brand is the perfect combination of culture, festive atmosphere and rich Indian traditions. Aavya helps you with a festive touch in the endless fashion world.

(This story has not been edited by the Devdiscourse team and is auto-generated from a syndicated feed.)


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