Luxury womenswear label Nitya Bajaj presented its ‘Ajrakh Goes Boho’ collection at the Times Lifestyle Week in Gurugram.
Bollywood actor Fatima Sana Sheikh walked the ramp for the label as the showstopper displaying the collection which is inspired by the traditional craft of Ajrakh from the Kutch region of Gujarat.
“I am glad to share this beautiful craft of Kutch through celebrity Fatima Sana Shaikh and deliver the story of my Ajrakh craftsmen to the world,” Nitya Birla said in a press release.
“This collection is reimagined for the contemporary modern women who values tradition and individuality,” the fashion designer added.
Ajrakh by Nitya Bajaj is a modern celebration of this traditional craft of Kutch. The designer re-imagines this beautiful Sindhi art of resist printing and represents it with a fresh boho twist.
Crochet and shells with mother-of pearl juxtaposed with handcrafted Ajrakh infused with the brand’s signature sequin hand embroidery.
Nitya Birla works with artisans in Kutch and is working to revive the craft. The Ajrakh collections include attires for men and women and kids by using the traditional hand block printing technique of Kutch.
The “Ajrakh Goes Boho” collection is now available for purchase exclusively on the Nitya Bajaj website.
