What is the name of the collection?
‘The Indian Garden’
What was the inspiration for it?
This collection was about going back to the heart of where Beulah began, India, celebrating its abundance of craft, cultures, colours and people. Inspired by the beautiful modern interiors in Jaipur and traditional block print motifs of Northern India, this season mixes bold florals with geometric patterns and revives the artisan skill of kantha embroidery.
How did that translate into a collection?
Rather than seasons, we have been inspired by stories. The stories of women who have overcome exploitation and hardship, though poignant, are also a force of inspiration; we find power in sharing stories of triumph to our customer, whilst also seeking to use our brand to shine a light on modern day slavery.
Where do you get inspiration to interpret reality in to prints?
Do you have a favourite piece?
My favourite piece is the blue Aasha dress – it’s so easy – you can dress down to the beach or dress up with heels and wear to a wedding. It’s super effortless and feminine. I also love the Prisha dress in light pink (if i’m allowed two) 🙂
Which print is your favourite?
The light pink floral motif is stunning, especially mixed in with the geometric print makes it really modern and wearable.
As always, the brand are working with impact projects in India and globally. Who is new for this new collection?
For SS18 we have introduced the traditional kantha stitch technique on one garment (the silk Mahika blouse) which is done through a new impact project called Thanapara Swallows. Swallows is a Fair Trade business based in Bangladesh, helping to create economic stability for rural women, many of whom lost their husbands during the 1971 war of independence.
Another new technique introduced for this season is broderie anglaise. (Note, all the white cotton pieces) These pieces are manufactured in an ethical factory in India using organic cotton.
We are producing straw baskets in collaboration with Bom Bom, which are handmade by a women’s association in the foothills of the Atlas Mountains. They are made from natural palm leaves, and every pompom and letter are naturally dyed in Marrakech tanneries and then hand-sewn onto the baskets and hats.
Additionally, 10% of our profits are reinvested in the lives of the most marginalised women in the communities where we operate, and women who’s stories we highlight to help rehabilitate and build a life free from slavery and full of promise.