Vasaas brings you an amazing collection of ethnic designer products with new-age concepts designed by Anubhuti.
Fashion designer Anubhuti Jain, in her childhood, had inherited an artistic atmosphere through her artist's mother. Her passion for art brought her many awards in school and college level. She is a design graduate from NIFT, Kolkata who creates minimalistic designs that are vibrated life by interesting colourful surfaces, wielding her brush on the canvas of her dress, materializing her thoughts by way of easy drapes and details. The contemporary wear label is just over a year old, and the millennial designer is already making some significant leaps. The brand ‘ANUBHUTI’ believes in adding value to people by celebrating their clothes, body types, and value of money. Her collection includes a wide variety of fusion wear, western wear, and Indian wear encompassing the artistic value that the designer wishes to exhibit.
Anubhuti, who is the daughter of Kolkata-based artist Madhu Dhanuka Jain has been inspired tremendously by her mother’s art. The label’s aesthetic prominently focuses on wearable figurative art; you will see some delightful kitschy prints, some classical abstracts, and relevant motifs in their saris, draped kurtas, and jackets. The label has a distinct feature as they play around with motifs from nature and our society, stitched on dresses using traditional craft methods of India. And best of all -- using scrap fabrics from the fashion industry. She makes designs out of factory waste and via upcycling methods. The label uses various traditional crafts using scraps of residual industrial fabric patches. The idea came to Anubhuti when she started working at an export house after college and used to visit the factory as a designer. She could see those tiny patterns cut-outs in huge quantities lying in heaps as waste.
The brand uses 100 per cent organic cotton, which as you know is produced without the use of pesticides and fertilizers, and all my pieces are upcycled and believe that circular fashion or the method of not letting any material go to waste can bring about a difference in the big picture. Anubhuti Jain Label is a hit on social media, as the patch artwork, popping colour palettes and recycled metallic detailing adds an edge.
Anubhuti also does a wide range of cotton t-shirts using similar techniques. The designs are different types of collages including animals, figurative depictions of a couple in love, or just ones from nature the brand is known for its reasonable price also.