Bold, geometrical, textured, colourful. These are just some of the words used to describe Bhoomi Dani’s designs. Intricate motifs are hand block-printed onto fabric using the ancient Indian technique called Ajrakh. The result is a striking combination of old meets new. And it is this marriage of tradition and innovation that led Dani to partner with Priyam Shah, a passionate art admirer and businessman intent on advocating for both artisans and the age-old crafts that are such a fundamental way of life for so many in India.
The artisans behind Vraj: Bhooomi work in harmony with their environment and display a respect for the natural beauty of their surroundings that is profound and evident in every article of clothing. Since the 16th century, these craftsmen have embraced a traditional color palette supplied by the earth, wind and sun. The natural dyes procured are completely dependent on the season’s climate and weather, and consequently highly tenuous and unpredictable. The result breathes even more uniqueness into each design.
Together, Bhoomi and Priyam are determined to encourage people to consider where their clothing comes from, and to prove that Indian fashion can travel past its own borders and suit the international market with a contemporary ease. They’re taking inspiration from around the globe and giving new life to an age-old craft.