B-Town ladies Soha Ali Khan and Dia Mirza graced the store launch and unveiled the firstlook of the New Homegrown apparel label, Saundh in Mumbai

Bollywood Actresses Soha Ali Khan and Dia Mirza graced the occasion and unveiled the first look of the brand.

Combining the legacy of India’s rich textile heritage with contemporary silhouettes, Divya & Sarabjeet Saluja unveiled Saundh – an earthy Indian, homegrown apparel label for women. The brand opened its first store in Mumbai at (Shop No. 2, Ground Floor, Mitra Kunj Building, Pedder Road, Mumbai) this month followed by New Delhi. Leading Bollywood actresses Soha Ali Khan and Dia Mirza, graced the occasion by their presence and unveiled the first look of the brand.

With its refined aesthetics and multiple collections, Saundh is poised to change the way fashion is being perceived in present times. The label’s uniqueness and versatility are demonstrated in every fashion piece it puts out, as it effectively turns designs into emotions.

The designs at Saundh are a metaphorical reminder of the subtleties of nature that evoke a sense of rawness and authenticity. Whether you are a young college going girl or a homemaker, an entrepreneur or a woman in her late 50’s, there is something for everyone at Saundh. The brand resonates with every woman who is successful in her own right and comfortable in her own skin; rooted in their values and traditions but not firm or stagnant - evolving and ever expanding.

The USP of Saundh lies in offering high quality apparel at an affordable price bracket, which ranges between INR 3500 to INR 15000. The brand manages to breathe in the beauty of tradition in every piece yet capture the sensibilities of a global woman in a very subtle manner. Saundh offers the quality and finesse of designer-wear clothing that range from kurtis, gowns, kaftans, lehengas, tops and Indo-fusion sets.

“Saundh, as a brand, stems from our love for textiles and our vision to create a global label, inspired by India. With Saundh, we are trying to create a separate niche where the gap between designer clothing aesthetics & affordability minimizes. The Mumbai store is our first in this direction and soon we will have Saundh stores all across India. We are confident that with our garment manufacturing legacy, well-curated collections & incredible price range, we will soon become a leading Indian apparel brand”, says Mr. Sarabjeet Saluja, CEO, Sahiba Ltd & Saundh.

The in-house team of skilled designers & research team at Saundh have carefully designed & curated multiple collections catering to different occasions. The Mumbai store will have nine collections in the beginning while new looks will be added every three weeks.

The legacy of Saundh is intertwined with Sahiba Ltd., the 35-year-old legacy. Having a tremendously strong foot hold in the clothing industry, Sahiba has entered the space of designer fashion retail under the label ‘Saundh.’ With a new approach to fashion, the seeds of Saundh bring with it lingering scents of freshness, colours and textures of the latest fashion trends.

Collection Note

The Parv collection offers a very resort wear look & feel, delivering the free style trend designed in deep jewel tones with silhouettes, which are more relaxed. The fluidity of this trend can be seen in patterned and multicolored applications in prints & beadings. Designed in crepe, the collection boasts of fancy silhouettes like kaftan, handkerchief, zuarffs and dhotis.

The Nishat Bagh collection takes inspiration from natural beauty & blooming flowers of famed garden of Kashmir combined with Mughal Architecture and done in a colour palette of charcoal, blue & beige.

The patrons can also browse through Ikat collection inspired by bold Ikat prints played with brilliant colours like red, yellow, ivory, green and combined with cross stitch embroidery of birds, horses, elephants. The Uns collection, perfect for a brunch or day event, is a young and fresh collection inspired by the English garden. The colours are beautiful pinks, aqua blue, fancy browns, subtle new greens, and whites with embellishment to complete the look.

For the festive wear, Rani Darbaar collection has been created that is inspired by the royal heritage of India. Queen kind elegance & grace is beautifully shown with royal colours, structured silhouettes; and breath taking, intricate handwork. Inspired with century-old dressing style, a perfect blend of royalty merging with ethnic fashion.

Another classic collection, Alaric, derives its inspiration from the byzantine era and is apt for occasion wear. The element of richness that transitions the collection into occasion wear. Aged yellow gold, which is an essential tone, is used as a highlight through dabka work. The opulence of this collection is maintained by clubbing solidity of tones like ivory, black, crimson and blue with a bold floral printed dupatta.

Qalb collection extensively emphasizes on the rich Indian cultural heritage of textiles. Fabrics like sheer linen are enhanced using age-old khadi print from Rajasthan. The silhouettes derive their roots from the Mughal era. Collectively the picture drawn is essentially of a rich classic Indian ethnic wear.