Label Aishwaryrika: Reimagining the traditional embroideries from Awadh
The weaving of “chikankari” involves an infinite number of troupes with delicate craftsmanship encased inside 36 beautiful stitches; the speciality is truly unique. Inside each intricate stitch, lies a story - a theme, rejuvenating these ethereal pieces of clothing. And this is what we aim to spread - The true essence of Chikankari.
Label Aishwaryrika is the brainchild of Designer Aishwaryrika Singh, who was attached to the fashion and detailing of designs since her youth. When she discovered this propensity and realized it was her life's purpose, she further pursued design in her formal education to give her fantasies wings.
Soon, she perceived how everybody liked her chikankari kurtas and salwars and keeping that in mind, she understood the measure of exertion that goes behind the workmanship. Saving the craftsmanship and planning of Chikankari hand-woven weaving was one of the significant impetuses behind her introduction of the brand. She wished to bring the traditional speciality of chikankari to people who are truly fond of something similar but with a twist. An immortal sentiment between workmanship, custom and pattern is the thing that would depict Label Aishwaryrika the best.
Label Aishwaryrika, a homegrown brand, offers its clients a wide variety of colors to choose from, but is also size-inclusive and showcases the true essence of Chikankari all across the world. Each collection is designed in such a way that the traditional touch and essence of the outfit are intact yet keeping up with modern trends. With a variety of different designs, each designed uniquely; there is something for everyone here. Alongside, the styles and shades of various tones, intricate work of Mukaish, Resham strings, and complexities of Mughal weaving, that one will fall for, Label Aishwaryrika wins hearts.
“One of my favourite assortments would be our range of Modern Indian strappy kurta sets. The reason for it being my most loved is that I styled chikankari kurtas and salwars like never before. It is truly the perfect amalgamation of contemporary silhouettes and authentic timeless chikankari hand embroidery, from Kurtis to sleeveless salwars and much more.” cites Aishwaryrika.
The differentiating factor here was portraying and spreading the message about hand weaved chikankari rather than machine weaved chikankari and showcasing the measure of exertion that goes behind each hand-weaved piece. Many people who inquired about her items were initially hesitant about the cost, but gradually and consistently, her stunning plans, work, commitment, and assurance helped her win the match. Her efforts to educate people about the importance of craftsmanship and to save it are truly admirable.
At the same time, online media has been a big driving force behind her entire journey. One can spot celebrities like Janvi Kapoor, Mrunal Thakur, Dolly Singh, Alaya F, Karishma Sharma, Krystle D Souza, Radhika Seth, and a lot more parading in her flawless outfits.
At present, Label Aishwaryrika is working with significant creation houses like Dharma Productions, T-Series, and Amazon Prime Video.
Label Aishwaryrika is also available for purchases and orders on popular e-commerce platforms like Nykaa Fashion and Pernia’s Pop Up Shop. For international orders and deliveries in the UAE, you can scout for options from this brand at a multi-designer store - Collage Dubai.
The impressive job of unpredictability in design, quality, and embroidery, together with Aishwaryrika's promise to protect Mughal art, makes this company stand out and close to my heart.
I am linking the website and the social media handle so that you can go through the same and can keep yourself updated on the latest offerings.