October 11, 2015 Asmita Aggarwal

Leading by Example

Moutushi and Rituraj have been inspired by the Kerala Kasavu saree which has been given a modern interpretation.

By Asmita Aggarwal

They have remained focussed on artisanal clothing with a focus on Shibori, tie and dye as well as ethical sourcing that’s why Moutushi Sarkar and Rituraj of the Label Example, have stuck to their roots and hope to lead by…well..example! “Example seemed appropriate as it represents an original idea, focusing on novelty, which we think comes from weaves. We source our fabrics from Bengal, Kerala to Kutch (Gujarat). And that’s why the SS16 line has been inspired by our travels across India in the last year. We observed common threads through religious and cultural motifs, of colour symbolism, and dress silhouettes. Influences from religions like Buddhism, Hinduism and Islam have appeared through the collection, as well as our use of traditional materials and techniques which is always a backbone of the brand,” says Moutushi. Moutushi a NIFT (Kolkata) and Rituraj a NIFT (Bangalore) alumni, First Cut designers at the AIFW SS 16 met through common friends and an in-depth but casual conversation led to the birth of the label in 2012.


Rituraj comes from a family which runs a ‘mass market’ garment business in South India and his mom ran a boutique, so he grew up with Kancheevarams and South silk. That’s why this time they have borrowed the Kerala Kasavu saree, and used tie-dye and hand-stitched kantha details in the line. The use of statement colours such as saffron, indigo and white are a direct link to religious dress habits, and the motifs and artworks have been derived from Islamic architecture. These are contrasted with the pristine Kerala sari which is a mainstay of this collection.

Being sustainable in terms of fashion is a very important aspect of all fashion business, to our minds, and we hope that this becomes a norm of the industry and not remain a special segment soon. “The South India journey a lot of the Konkan coasts along Karnataka and Kerala, with its predominantly Hindu culture, and we were inspired by their use of colour and fabrics in regular as well as ceremonial clothing. The understated luxury and subtle aesthetic prevails there and we tried to adapt this into our line. Other influences came from our travels up north into Dharamshala, and further to Turkey as well, and everything got assimilated here,” says Rituraj.


Talking about cuts which flatter the female form, they say in unison that this is never a simple answer, purely because there is no standard Indian form. But clean long lines and fluid, natural fabrics are always a good option. “We are focussing right now on more travel, more inspiration and more evolution of the brand and our aesthetic,” she concludes.


Read more from Day 4 #AIFWSS16 on the Amazon.in Blog

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