University / School:
NIFT Bangalore
Production Location:
100% hand made in India
Contact Designer

Collection – Square Peg

This collection is inspired by Ganjifa cards. A traditional art form of hand painted playing cards. It has been a part of our history for 400 years. It is now almost extinct with a handful of families across India still working hard to keep it alive. This collection draws attention to the struggle and uncertain future of this art form. Its silent and never ending war with the fast paced digital and modern world. Artists of the newer generations are refusing to carry this tradition and learn the art form as they see no future. A misfit in today's society. New replacing the old. Modern replacing the traditional.
I graduated from National Institute of Fashion Technology, Bangalore in 2012. Soon after I started working as a Designer for Manchester United. I knew I wasn't cut out for this. There was something bigger I had to do. I quit my job and started working on setting up my Label Pariha. What started off as a thought has now become a reality. I believe that India is so culturally rich and people have so easily forgotten it, as we're all running so quickly into the future with new replacing the old. I want to make people stop and think. I want people to know how amazing our roots are. I want to make a difference to people, one person, anyone or anything. Pariha's philosophy is 'Cultural Rediscovery'. Reminding ourselves that we are part of something bigger. My themes are usually art, dance, folk inspired with a blend of modernity. My Label now just over a year old wants to tell stories that are quietly losing out. I make womenswear and each ensemble has a story to tell. Mostly inspired by the vast cultural heritage of India. Folk art forms, crafts, history. Eclectic mix of unique identities. Dramatic silhouettes.