26 September 2018
Hyderabad
Hyderabad based Ethical fashion and eri silk Designer Jyoti Reddy unveiled an exclusive, curated ‘ereena’ - eri silk fashion line at a preview held at her first standalone flagship store in Hyderabad on Wednesday.
Celebrated actress and animal welfare activist Amala Akkineni, adorned in an exquisite hand woven ‘ereena’ silk saree created by Jyoti Reddy graced the event.
Jyoti’s label ‘ereena’ is a fine example of eri silk yarn possibilities and intelligent craftsmanship to develop the yarn to an all time of the year fashion and lifestyle accessories adornment. ‘ereena’ is a well known brand in international platform.
The show was a beautiful synergy of the special qualities of eri, innovative textile technologies, the rich weaving traditions of India and designer expertise. The range included must-haves, for brides-to-be and also for the families alongside a pallet of beautifully cut casual, work wear dresses and sarees.
Models walked wearing an array of hand-woven, organic, peace silk, naturally sustainable sarees, Lehengas interspersed with sequins, colorful scarves, beautiful stoles and shawls in a range of exciting color pallets. The designer also showed her Navaratri collections and fine-looking infant line.
“I never imagined I would wear a silk saree as I practice Ahimsa. Many times people tried to convince me about Ahimsa silk, but when I followed the chain of production it always ended with genetically modified silk moths that could not fly. There was nothing Ahimsa about it. So when Jyothi approached me with Ereena I was skeptical, because she is a friend I listened and witnessed the miracle! Ereena is a commendable mission for both women empowerment and environmentally sustainable Ahimsa silk. I love to wear Ereena”, popular and much loved actress Amala Akkineni said after the launch.
Jyoti’s collection revealed some of the quintessential Indian Ikat (chitiki (dot)) weaving craftsmanship in eri silk in various textures that celebrated traditional Indian design.
The preview also featured ‘Bodo’ Shawls, ‘Mishti’ jamdani woven range, the 17th century royalty reinvented in fine eri silk. In Mishti thicker threads are interlaced into the wrap with fine bamboo sticks, using individual spools of thread to reveal beautiful floating patterns of fine eri cotton fabric.
“ereena uniquely combines breathability, the cool softness of cotton, the textured look of linen, inherent warmth of wool, a subtle lustre of silk, and an incredible drape to allow an unmatched wearing experience to the discerning, varied color pallet for global fashionistas.” Eri Silk and Fashion Designer Jyoti said.
The store also exhibited a wide range of Shibori, Knit shawls, Jodas, Earth collections, eri blue, desert naturals and Castor plant inspired collections.
While the saree designs carry her distinct contemporary touch, her shawls and scarves carry the respect of ' Best New Product Candidate' and 'Best Sustainable Product Candidate' for the three consecutive years, at the NY NOW®, the Market for Home, Lifestyle + Gift show in New York.
So, what makes her business ethical fashion is the fact, sustainable eri silk production attributes (100% organic; traced from open-cocoon to final; traced from silk thread to final; low carbon emissions; low water consumption; respect for silk worm; sustainability, adds Jyothi who graphs her designs and colours on paper. Determines the yarn counts to use, imagine the scale of her motifs, the width of her borders and the colours that will evolve from the merging of warp and weft.
In February 18, this year, she was invited under the 'Innovation' category to exhibit her products at the reputed International Folk Art Market Santa Fe 2018. She was one of 151 invitees, selected from 640 applications from 53 countries. Jyoti has recently been acknowledged and accepted into the esteemed membership of the Fashion Design Council of India (FDCI), and the Sustainable Furnishings Council USA.
Working closely with a small, elite group 80 master weavers in AP, Bengal and Assam, Jyothi brings to eri her innovative designs using traditional forms like Ikat, Jamdani, jacquard and natural dye block printing.
Guiding the journey of Ereena's eri silk into consistent, high quality silk for the global markets are a team of leading textile technologists, with whom she associated in setting up an eri silk yarn factory in the year 2007. Her enterprise ‘ereena’ in partnership with well-known textile technologist Dilip Barooah an eri silk cultivator and silk expert since then has been playing a significant role in empowering 20,000 small and marginal tribal farmers in Assam.
The preview marks the designer's association with Ahimsa silk that began 15 years ago in Assam. Ereena by Jyoti Reddy is retailed in several leading in-stores across major cities in India in addition to the newly opened 1st standalone flagship store in Hyderabad. Her collections will also be available on sale online shortly.
