Maithri Anand and Anupama S. start Vedhika, a one-stop place for clothes and saris. It offers a range of ethnic wear for women and also has a section for children.
When childhood friends Maithri Anand and Anupama S. felt it was time to give life to their creative instincts, Vedhika took shape. “We wanted something that could not be replicated if Vedhika didn’t exist from tomorrow,” says Maithri highlighting their USP.
After toying with the idea of, what the duo call, Kerala’s first designer fashion store, Anupama, a graduate from National Institute of Fashion Technology, joined hands with Maithri, a lawyer, to bring their doodles into tangible elements of Kanchipuram, tussar and cotton saris. “Anupama was firm that our designs have a soul, while I wanted something that showcased India’s rich heritage, its techniques and prints from Kashmir to Kerala.”
Rightly so, their launch collection is called Kundan Kalyanam, as they have meticulously created pieces where North meets South. The partners are ardent fans of the Kalangi design, which figures prominently in many of their pieces. Silk saris form the base for many a creation, with work ranging from Kashmiri Kashida, Muzaffarpur Sujani, kantha and phulkari to chikankari.
Craftsmen pore over a red tussar sari as they carefully set diagonal borders in beads at Vedhika’s workshop. “This is part of our Vintage collection. We transfer prints from paintings inspired by royalty and set the borders with the beads,” Maithri explains.
“This is the first sari we got from our weavers,” she says beaming with pride, unfurling an elegant grey piece with a jacquard weave.
“This is a Vedhika exclusive that uses the hounds tooth design, which is usually seen on men’s wear,” Anupama elaborates. Her partner’s idea of secularity is reflected in a rust coloured silk sari with motifs of mosques, temples and pagodas, using intricate zari and bead work. The Revivalism collection features fabrics with cross-stitch, smocking, eyelet work, bullion embroidery and satin stitch – works that are slowly fading into history. “We are doing our bit to make sure they stay alive,” adds Anupama.
The Scripts range displays proverbs in nine languages from nine States on crepe and georgette saris in block prints. The dyed borders add vibrancy to the range. The Navaratna collection has turquoise, ruby and emerald stones set in the Kerala sari and traditional Kancheepuram saris to resemble the navaratnam style of jewellery.
Timeless Benarasi prints, Chettinad Checks and the Kancheepuram Kaleidoscope collections hold their own with unique patterns made to order by Maithri and Anupama. The Korvai collection, painstakingly made by a select group of weavers, showcases contrasting colours of the body and border without interwoven threads in luscious shades of reds, greens and more. A vivid blue with gold paisley prints form an alluring Paimada range inspired by traditional woven mattresses.
The Japanese Shibori tie-and-dye selection in sunny yellows and pleasant blues are unique in their patterns. DDW or Designer Daily Wear is for those looking to make a statement in everyday wear. There’s also the option of a cutwork blouse to turn the pieces into party wear under the Glam section. While the silks come with price tags ranging from Rs. 8,000 to 18,000, an affordable range (from Rs. 3,000 to 6,000) is also available in cotton silk. Ajrakh print kurtas in Jaipur and Benaras cottons, silk stoles and a kids range are all part of Vedhika’s offering of close to 30 collections to the city from Monday, October 29. The inauguration is on Monday at 12 p.m. Vedhika is located at SFS Icon on the Vellayambalam – Sasthamangalam Road.