The Fashion Design Council of India (FDCI) is gearing up to captivate audiences once more on the fourth day of Lakme Fashion Week with a groundbreaking presentation titled "Measure," showcasing the innovative collection "TOI" at the JIO World Convention Centre in Mumbai.
Emerging from Dagestan, Russia, since its inception in 2018, Measure has carved a remarkable path in the fashion industry. This Russian fashion house has become a cultural phenomenon, particularly renowned for its modest fashion ethos rooted in the traditions of Dagestan. It seeks to blend the natural with the artificial, the historical with the contemporary, and the earthly with the spiritual.
Designer Zainab Saidulaeva spearheads the avant-garde collection "TOI," which delves deep into Dagestani wedding customs for inspiration. The collection intricately weaves together the mosaic of traditional customs, bridal gifts, and historical attire into a modern design narrative. Through skillful layering and the use of sumptuous textures, Measure's collection epitomizes a unique fusion of heritage and modernity, setting it apart in the fashion landscape.
Speaking about the collection, designer Zainab Saidulaeva expressed her excitement, stating, "As a designer, I am delighted to unveil my 'TOI' collection at LFW x FDCI, a creative voyage into Dagestan's wedding traditions. Drawing inspiration from the rich tapestry of customs and garments from the region's heritage, the collection showcases the beauty of multi-layered ensembles in shades of black and white, utilizing silk in various forms. We invite you to embark on this enchanting journey into the heart of Dagestan's cultural heritage, made possible by the Fashion Design Council of India."
Scheduled for the 16th of March at 8:30 pm, this showcase promises to be a mesmerizing fusion of fashion and art, further enriching the brand's legacy and captivating the imaginations of fashion enthusiasts and art connoisseurs alike.
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