Fashion stylists-turned-designer duo Karuna Laungani and Gauri Verma launched ‘Jodi’, a fun clothing label with a mission to fill the gap of an Indian high-street brand. Think tailored separates with fruit, animal and geometric prints where the textures are Indian with a refreshing twist.
Working as stylists at a premium fashion magazine led them to discover their mutual love for India’s rich crafts. “We both understood the need to bring to the fore the country’s heritage through fashion, and at a reasonable price. A thousand conversations later, Jodi began to take shape. The label was born out of our shared love for craft, culture, fashion, and travel,” says Karuna.
The label’s core — East-meets-West — sees an intelligent use of non-clichéd Indian motifs, happy hues, and peppy prints on contemporary silhouettes that allows you to sport your Indian fashion sensibilities. “We only use 100 per cent natural fabrics like cotton, khadi and silk which work well with our tropical weather. We want our creations to be not just trendy but also comfortable. We refrain from digital printing or processes because we want to make use of our beautiful Indian crafts and give them a new lease of life,” adds Gauri.
Their clothes have the right amount of Indian quotient without being too kitschy and with in-your-face embellishments.
“We use Indian crafts but in our own unique way to make pieces that are universal in appeal, eclectic and handcrafted. For example, with our block printing, we have worked with motifs that are not synonymous with block printing. Like we have block-printed pineapples, cats and fish in our collection. The key is to have that balance wherein we maintain the traditional use of the craft but with a twist that is accepted globally.”
According to the designers, the brand transcends age and season and can be worn by everyone.
“A woman of any shape, size and age who resonates with our style can wear Jodi creations. We do crop tops, shirts and pencil skirts, but we also do roomy tunics and snazzy kurtas. So there’s something for everyone. Like our maxi asymmetrical kurta can be worn with shorts or a belt. You don’t have to wear it as a kurta with tights. We also do crop tops and skirts that look chic when worn together.”
“Years of styling experience contributed heavily to our design sensibilities,” says Gauri. “It helps visualise and design clothes according to one's body type. We also draw our influence from global trends and fashion forecasts.”
Karuna, who has styled Sonam Kapoor in the movie Khoobsurat , believes celebrities help get a lot of attention to an upcoming brand.
“We were lucky to have Sonam wear one of our pieces. Your brand reaches out to so many more people when they spot a celebrity wearing it.”
Preparing to launch their website by this March, the excited designers soon plan to design various product lines such as jewellery, home accessories and tech accessories, wanting Jodi to be a lifestyle experience.