Designer shares her story with POOL readers:
“I had worked in the New York fashion industry for 10 years for corporate brands in different roles – design, product development and technical design. I felt I had gained the experience and confidence to start my own label. In 2014, I started exploring the idea of moving back to India to start an online clothing brand that offered women affordable yet high quality everyday essentials they could wear from day to evening and work. Seeing a gap in the market for affordable workwear, I wanted to make a design-driven product, working with karigars to create well-crafted clothing using indigenous textiles and superior construction techniques. The idea is to create streamlined, tailored silhouettes that are easy to wear and versatile enough for any occasion. I felt Indian consumers are becoming more and more aware of where and how their clothes are made and there is a growing affinity for natural textiles. Online being so immediate in its approach and reach, I felt this was the right time to launch ‘Anomaly’.”
The Anomaly customer is a woman who embraces understated, modern silhouettes over superfluous ornamentation. She understands simple design, detail and functionality as important elements of her daily wardrobe. The Anomaly clothes have a no-fuss and easy-to-wear appeal, inspiring confidence and timeless elegance.
“I have a strong preference for natural fabrics, – Medha admits, – khadi cotton, cotton linen blends and interesting textures. Right now, I am really drawn to handloom weaves, checks and stripes. I’d like to explore silks a bit more, especially eri silk and mashru for Autumn/Winter. We have such a large variety of natural textiles in India. I feel it’s imperative for any fashion brand to use indigenous fabrics in their collections and promote our weavers’ communities.”
She says that, “experimenting with textiles while maintaining an affordable price point continues to be a challenge, but as a brand we are committed to offering our customers a quality product.”
Read this story in POOL 70.