Measure to unveil 'TOi' Collection at Lakme Fashion Week in India

Originating from Dagestan, Russia, since its foundation in 2018 to its recent presentation at the Beinopen forum in 2023, Measure has been on an extraordinary trajectory. Measure stands as a cultural phenomenon in the realm of modest fashion, hailing from Dagestan. It seeks harmony between the natural and the man-made, the past and the present, the vital and the spiritual, the company said in a press release.

Designer Zainab Saidulaeva’s cutting-edge collection ‘TOi’ is a creative exploration inspired by Dagestani wedding traditions, fusing the mosaic of customs, wedding gifts, and historical attire into a contemporary design narrative. The collection’s design ethos is expressed through a delicate interplay of layering and rich texture, making Measure a distinctive force in the fashion landscape.

Scheduled to be held on March 16, this show is an exquisite fusion of fashion and art, adding another chapter to this legacy, capturing the imagination of fashion aficionados and art lovers alike.

“As a designer, I am thrilled to unveil my ‘TOi’ collection at LFW x FDCI, a creative journey into Dagestan wedding traditions. Inspired by the rich tapestry of customs and garments from the region’s past, the collection explores the beauty of multi-layered outfits in black and various shades of white, using silk in diverse variations. Join us on this mesmerising journey into the heart of Dagestan’s cultural heritage, all thanks to the Fashion Design Council of India for this incredible opportunity,” said designer Zainab Saidulaeva.

“In bringing together brilliant minds, this unfolds as a remarkable convergence, giving rise to creations that redefine the conventional rhythms of the fashion world,” said Sunil Sethi, chairman of FDCI.

Fibre2Fashion News Desk (RR)