Rustic Hue, the label, is a combination of two words with ‘Rustic’ referring to countryside and ‘Hue’ means colour. The label is an amalgamation of rural flavours and unusual colours to create contemporary clothing, which are hand-woven and handcrafted. The apparel thus is locally made for global audience. We don’t just design clothes but work closely with the local weavers and craftsmen to develop our own fabrics.The label is the brainchild of Swikruti Pradhan, an NIFT alumnus. Having worked in various domains of fashion industry viz. design, manufacturing and retail, she decided to take the plunge and launch her own label.The essence of the label is the effort that the handloom weavers and craftsmen from different villages of Odisha put in making of eccentric contemporary clothing. The label’s soul is connected to the roots of our villages.We are extremely conscious about our surroundings. So, when every garment is made, the ‘scraps’ of materials are collected, ‘up-cycled’ and used to recreate something new, different and interesting. Because, we believe, ‘out of limitations comes creativity!’.The label is synonymous with ‘sustainability’, ‘handmade’ and ‘zero waste’. We love everything handmade!
Our Summer 2016 collection “Transition in Tradition” consists of women’s ready-to-wear made with hand woven vat dyed cotton fabrics from Western Odisha. From the hot summer mornings to the stretchy summer evenings, cotton fabric is the best option to beat the summer heat. The hand appliqué (/əˈpliːke/) technique locally known as “Chandua” work in Pipli, Odisha is our inspiration for this collection. Chandua work has traditionally been used for handcrafted décor items and in vibrant colours. But, we have given the traditional appliqué a contemporary twist by keeping it minimal with the use of only white and maroon colours. With this collection, we are taking the Chandua work beyond décor and, bringing the artisanship to our daily lives via our outfits. The collection comprises of variety garments from chic skirts and dresses to elegant kurtas and smart casual tops that can be styled in many different ways. Our collection is a mix of handicraft artistry, handloom weaves and contemporary silhouettes. Together, this combination renders a very cool vibe to your overall personality. So, go on and binge on these lovely designs!
_Models: Anubha Sourya, Rubina Tripathy Shot By: Asutosh Sahu Location: Sandy's Tower
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