Representing Indian fashion globally has been a rewarding experience
Raas, The Global Naari, established by Shreya Patel in the United States, is a brand that uniquely blends traditional handcraft techniques with contemporary design. Celebrating the essence of global femininity, Raas offers timeless, hand-embroidered pieces, embodying the elegance of South Asian fashion with a commitment to social sustainability and ethical practices. In an interview with Fibre2Fashion, Founders Shreya and Axi Patel talk about making Indian ethnic fashion accessible globally.
How do you see technology and e-commerce shaping the future of the fashion industry, particularly in the context of ethnic and traditional wear?
Technology and e-commerce play a pivotal role in the future of fashion, enhancing accessibility and connectivity. Ethnic wear brands must embrace digital platforms to reach a broader audience.
What are some significant sustainable fashion trends or advancements that clothing brands should consider?
Sustainable fashion trends include eco-friendly fabrics, ethical sourcing, and circular fashion practices. Brands should prioritise transparency and responsible production methods.
How do you think ethnic fashion brands can promote cultural inclusivity and appreciation while avoiding cultural appropriation?
To promote cultural inclusivity, ethnic fashion brands should collaborate respectfully, educate consumers about cultural significance, and avoid appropriating symbols or traditions.
What are some common challenges faced by ethnic fashion brands, and what strategies do you recommend for overcoming these challenges?
Common challenges for ethnic fashion brands include navigating cultural sensitivities, ensuring authenticity, and adapting to diverse markets. Strategies involve cultural competence, market research, and building strong partnerships.
How do you see the role of ethnic fashion evolving on a global scale, and what trends do you anticipate for the future?
The role of ethnic fashion is evolving globally, with an increased appreciation for cultural diversity. Future trends may include more cross-cultural collaborations and a growing demand for sustainable and ethical practices.
Can you tell us about the inspiration behind starting Raas? How the idea of making ethnic fashion accessible to women outside India came about?
The inspiration behind starting Raas was to make ethnic fashion accessible globally, bridging the gap for women outside India who appreciate Indian heritage. We aim to celebrate and share the richness of Indian culture through our designs.
What specific elements of Indian heritage and culture do you draw upon when creating your fashion pieces?
Our fashion pieces draw upon various elements of Indian heritage and culture, incorporating traditional motifs, vibrant colours, and intricate embroidery that reflect the diversity and beauty of our roots.
Could you describe the significance of traditional Indian clothing items like shararas, ghararas, salwars, and kurtas in your collections?
Traditional Indian clothing items like shararas, ghararas, salwars, and kurtas hold great significance in our collections, representing the timeless elegance and cultural richness that we strive to encapsulate.
How do you source the materials and designs for your clothing? Are they all made in-house, or do you collaborate with artisans and designers?
We source materials globally, often collaborating with artisans and designers. Sustainability is a core philosophy, and we are committed to ethical practices throughout our production processes.
What role does sustainability play in your brand’s philosophy and production processes?
Sustainability is integral to Raas’ brand philosophy and production processes. We place a strong emphasis on fostering ethical and socially responsible practices throughout our supply chain, working closely with artisans and local communities. Additionally, we are committed to sustainability by carefully selecting materials and minimising our ecological footprint, ensuring that our beautiful garments contribute positively to both society and the planet.
What challenges did you face when expanding your brand to serve customers outside of India, and how did you overcome them?
Expanding internationally posed challenges, but building strategic partnerships, understanding diverse markets, and maintaining cultural authenticity helped us overcome obstacles.
Raas’ fashion is described as “effortlessly chic with a touch of tradition”. How do you define this unique style statement?
Our style statement, “effortlessly chic with a touch of tradition”, embodies a harmonious blend of modern aesthetics and traditional charm, catering to contemporary tastes while honouring heritage.
Could you share some insights into the creative process behind designing a collection, from initial inspiration to the final product hitting the runway or the market?
The creative process involves drawing inspiration, conceptualising designs, collaborating with artisans, and ensuring a seamless transition from runway to market while preserving the brand’s essence.
Raas has gained recognition internationally. Could you tell us about your experience in representing Indian fashion on a global scale?
Representing Indian fashion globally has been a rewarding experience. Showcasing the beauty and diversity of our culture on an international stage is indeed an honour.
What can we expect from Raas in the future, and are there any exciting developments or upcoming collections you would like to share?
For the future, Raas aims to continue innovating, expanding its offerings, and staying at the forefront of global fashion trends. Exciting collections and developments are in the pipeline.
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