Textile designer and artist Viji Reddy’s finely detailed block-printed fabrics, home furnishings and easy-to-wear sustainable separates have found a loyal following abroad. Founded in 1996 as a cooperative, Reddy’s Hyderabad-headquartered label Alamwar, which she runs with her sister Archi, is retailed through trunk shows and at multiple stores across the US. Now the sustainable label is taking its first steps towards establishing a retail presence at home.
After opening a flagship store in Hyderabad last year, the brand made its debut in Mumbai in January at Sangita Kathiwada’s multi-designer boutique Melange. The brand is showcasing its signature printed garments, as well as a selection of accessories in a mix of whites, reds and delicate blush tones from its Spring 2019 collection, Silk Road. “The detailed hand embroidery and handprinted motifs represent aesthetics from Central Asia," says Reddy, who was in Mumbai for the brand’s launch. “The prints have been selected from our archival collection of vintage blocks and are added to the collection for a more layered effect." Expect long tunics, dresses and separates in organza, chiffon and silk with a hint of velvet, prints and minimal embroidery.
The Melange debut marks the beginning of the brand’s retail plans for the country. “The essence of Hyderabadi culture is encapsulated in the brand," says Reddy, adding that Mumbai was the obvious next stop. “The city sets standards for the whole of India."