Raas to heat up European summer with ethnic fusion attire at PURE London

Raas, the city-based ethnic fashion store, will be taking the weave off Odisha loom to London. The handloom and the wonders of creativity under the title ‘Grishma Besha’ (the summer attire) will be showcased at the prestigious extravaganza PURE London on July 23. The clothline has already travelled to USA, UK, Dubai, Bali and Paris.
The brainchild of Rashmi Mohapatra in association with internationally-acclaimed fashion designer Pritam Panda, Raas started as an online store of traditional Odia fabrics with contemporary designs and was launched in February 2014. The label opened its first fashion studio in the city later that year.
With some initial inputs and exposure, Raas has helped weavers of Nuapatna, Sambalpur, Bargarh and Sonepur create a new variety of fabrics.

Odishabytes.com spoke to Pritam Panda prior to the event.

Q- How did Raas get selected for the world-class event?

A-Pure London is one of the world’s most sorted extravaganza and B2B trade platform with exhibitors from all corners joining in. In January, we had displayed our weaves at Who’s Next of Paris Market. It was where we were spotted. Impressed with our designs and Summer Spring 2018 collection, the team invited us to participate in the event.

Q-What are the key points while choosing the designs to be displayed for customers in London?

A-Our aim is to globalise Odisha hand weaves, so we are keeping the designs very rooted and Indian both in terms of colour and style. But while designing the silhouettes, we followed the international trend forecasts. We have created a Boho Luxe line, trendy kaftans, sheath dresses to cocoon jackets using Ikat. The collection is for someone, who is modern, globe-trotting and loves Indian art and craft.

Q-What is the objective of Raas?

A-When Rashmi started the label, our objective was to find a place and platform for our weavers. PURE would be the biggest exposure for our weaves as we will have buyers from almost all parts of the world.

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