Bangalore and Chennai based Fashion and Beauty Blog.

24.4.17

Launch of Anuswara- Craftsvilla's in house brand.

Launch of Anuswara by Craftsvilla and Femina India

The launch of Anuswara, Craftsvilla's 3rd in-house brand, took place in Bangalore last week and we bloggers got front row seats to see the latest collection. Femina India, along with Craftsvilla put together a fashion show to for us bloggers to see the range in action.



Summer is here and we are all reaching out for our cotton clothing and coolers, and Anuswara is all about summer wear. The line marries Indian fabrics and prints with Western drapes and silhouettes to bring contemporary pieces that are perfect for every day wear. Anuswara is meant for the modern woman, the one who has to run from a meeting to pick up her child at work, or the student who needs to get through a complete day at college and then head out shopping. The collection definitely caters to various age groups and be carried off by the 20 year old as well as a 35 year old with the same ease.(Wondering if this can really be pulled off by the more mature crowd? Stay tuned as we may or may not have a styling post coming up in some time.)

There are 4 different collections- Ikat Illustrations, Kalamkari Tales, Summer Hues, and Indigo Impressions. Each collection is inspired by a different handicraft which is native to India. For those who love prints, Ikat Illustrations and Kalamkari Tales is definitely what you need to be looking at.

Launch of Anuswara by Craftsvilla and Femina India

Launch of Anuswara by Craftsvilla and Femina India


Ikat weaves are native to the villages of Telangana and have started to be prominent in a lot of contemporary clothing today. The beauty of the Ikat weave lies in the simplicity of its weave- it uses just lines in a zig zag formation that are created by interweaving yarns of various colours. In Ikat Illustrations you can see the use of the zigzag pattern as borders on kurtas, also on sleeves. I quite liked the use of Ikat print as an entire sleeve in a colour that complements the main body of the kurta,

Kalamkari, is a form of artwork where a particular dye is used, and the designs are generally handdrawn onto the fabric. Kalamkari Tales is inspired by this and the line consists of crop tops which can be elegantly paired with Khadi saris and long skirts. You will notice that there are a lot of three fourth sleeve patterns and I think this is better than sleeveless as it reduces chances of sunburn and tanning.

Launch of Anuswara by Craftsvilla and Femina India

Launch of Anuswara by Craftsvilla and Femina India


Summer Hues includes kurtas in a solid colour with some embroidery or trimmings to add that subtle elegance. The colours include mustards, peaches, and teals, all perfect to keep you cool in this raging heat. 

Indigo Impressions is inspired from the art of dying with Indigo. One thing to be noted is that fabrics dyed with Indigo must always been kept separately and away from other fabrics so that the dye does not transfer. Just seeing Indigo based fabrics can be so cooling and when paired with the flowy silhouettes of asymmetrical dresses, this is a total winner for this season.

Launch of Anuswara by Craftsvilla and Femina India


The showstopper was the beautiful Pranita Subash. She wore a bright red dress paired with simple sneakers and looked absolutely stunning and super comfortable.


Launch of Anuswara by Craftsvilla and Femina India

Launch of Anuswara by Craftsvilla and Femina India

Editor's note- What I loved the most about the collection was how wearable it was and how the simple A line kurtas or high low options can function either as a kurta or as a dress. You can wear these pieces to work or even to brunch with the ladies. They are soft, comfortable, super versatile and just what you need this summer.

What is your take on the new collection from Craftsvilla? 

Photography by Francis Roshan of IrisMontage

miss kays

:)