Alia Bhatt, Sonam Kapoor and more celebrities have become fans of Anavila’s saris

Bollywood is synonymous with glamour, and Anavila is the antithesis of this concept. And yet, as each day passes, more celebrities are championing the brand’s outfits for their dressed-to-impress outtakes on events. When contemplating a festive occasion, our thoughts immediately gravitate towards glamour. We envision something sufficiently spiffing, that stands out in a crowd, and sparkles to complement the lively atmosphere of festivities. Encountering a more simplistic style, devoid of sequins or shimmer, is a rarity. Even in such cases, an accessory or a top is usually introduced to break the monotony. In recent months, marked by festive occasions like Diwali, Christmas, New Year, and the wedding season, our visual landscape has been directed by saris, lehengas, and co-ords that loudly reflect the occasion with their glittering pieces. However, there’s a noticeable shift among celebrities such as Sonam Kapoor Ahuja, Alia Bhatt, Karisma Kapoor, and others, leaning towards the “less is more” philosophy, aligning with a brand that epitomises quiet luxury. Are the attires for the festivities conveying a distinct narrative this time around?

“The understanding and appreciation of quiet luxury has been on the rise,” says the designer. Established in 2011, Anavila by Anavila Mishra has consistently advocated a brand narrative focused on honouring traditional crafts and promoting sustainability by tapping into the vast potential of India’s artisanal skills and making their couture debut last year. “Be it couture or everyday wear, the two things that contribute to our design language are the craft techniques and usage of materials that are authentic and mindful,” states the team.

For a wedding celebration, Sonam Kapoor Ahuja took to Instagram to share a heartfelt picture with her sister and stylist, Rhea Kapoor. Decked in Anavila, Sonam’s lehenga showcased Bundi forest Fresco artwork with hand-embroidered appliqué motifs from their couture collection titled ‘Aamod.’ “When we look at this day and time something as detailed and personalised as couture clothing is off the rack, for us couture is very personal and we look forward to customising each piece with personal details which make the garment special to the wearer,” states the team. The garment, crafted from handwoven khadi silk—a fabric consistently used by the brand since its inception—featured a fresh, flowing silhouette, with the textile carrying historical and cultural significance. On the other hand, Rhea’s outfit was a custom creation that incorporated a similar design.

Aligned with the theme of wedding attire, Alia Bhatt recently turned to the brand for a yellow organza zari sari. “We reworked our motifs from ‘Aamod’ and chose happy pleasant colours like pinks and forest green for appliqué. The placements were highlighted with silver zari and threads,” states the team. Actress Karisma Kapoor opted for a vibrant rani-pink kurta set featuring tonal hues in self-striped handwoven organza and linen fabric sourced from their ‘Saar’ collection.

Among others, Sara Ali Khan, Kalki Koechlin, Sonali Bendre, and Dia Mirza have been muses for the brand’s vision and skilled craftsmanship. The common thread among their outfits is a thematic leaning towards quiet luxury, evident in the designs, colour palettes, and material choices. What does this shift in approach signify?

The brand has consistently adhered to the mantra of ‘quality over quantity’, aligning well with the conscious shift in mindset within the fashion industry. While the concept of minimalism is not novel, it resonates effectively with more awakened perspectives and the growing urgency to make responsible choices, irrespective of whether one is a celebrity or part of a designer brand. The brand’s narrative has been on a trajectory that curates a sense of luxury with a deep sense of responsibility. Anavila has successfully navigated the market, not only finding a place in celebrity closets but also building a brand that is synonymous with both fashion and sustainability.

Over the past year, we observed fleeting trends that had their moments on runways and social media. However, this year, there is already a discernible emphasis on choices that prioritise viability, irrespective of the prevailing styles, and this is precisely where Anavila’s brand identity strikes a chord. Hence, it’s plausible to anticipate a year that strongly emphasises minimalism, especially in the domain of Indian festive wear. Incorporating pieces into our wardrobes that offer lasting value, in the long run, could be the fashion-forward approach to consistently staying ahead of the curve.

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