The collection celebrates artisanal practices with a contemporary approach consisting of fabrics ranging from silk to cotton to brocades and velvets emulating a regal charm, reminiscent of vintage clothing styles beautifully complimented by contemporary sensibilities.
It was at a party where industrialist Kumaramangalam Birla and couturier Tarun Tahiliani had a free-wheeling conversation on the Indian fashion industry and the need of the hour for its corporatisation. Aditya Birla Fashion and Retail Limited (ABRFL) was the pioneer in corporatisation of Indian fashion when they entered into a joint-venture with designer Sabyasachi Mukherjee.
ABRFL with its Indivinity Clothing Company introduced a men’s Indian-wear brand Tasva in the gorgeous ghats of Benaras in December 2021, with Tarun Tahiliani at the helm of its creative endeavours as the Chief Design Officer. Tasva, which in Sanskrit means ‘The Self’ was created to cater to the huge need for men’s occasional Indian-wear. Tasva filled the vacuum of men’s occasional Indian-wear with accessible pricing and yet bringing forth the exquisite style sensibilities of Tarun Tahiliani.
Tasva was well-received which is evident from the fact that within a span of a year the brand has opened 25 stores in 25 cities across India and the latest being a grand store housed in a heritage building at Fort in Mumbai. “Tasva’s 25th store is a special milestone for the brand. The rapid offline expansion showcases our belief in the evolving consumer mindset and our endeavour to rethink the Indian male celebratory experience. The city has shown immense promise and it was only natural for us to open at Fort,” remarked Sandeep Pal, the Chief Executive Officer of Tasva.
The Festive 2022 collection was showcased at the grand evening of the launch of the 25th Tasva store depicting the ‘Great Indian Wedding’ experience. When we look at Tasva’s collection, it bears quintessential hallmarks of the Tahiliani label, yet has a very accessible price point. Economisation is executed by employing machine embroidery for embellishment. Prints are also a sustainable way of keeping the costs controlled while embellishing the well-crafted ensembles with ornate motifs projecting a regal flavour.
Ek Naya Nazariya by Tasva
There are not too many brands in the market that cater exclusively to men’s only Indian-wear, Tasva fills that vacuum with its aesthetically elegant and classy merchandise. The brand Tarun Tahiliani conjures up an image of high-fashion clothing with impeccable styling and masterful craftsmanship which is similarly embodied in Tasva’s designs through those dapper sherwanis, achkans, and bandhgalas embellished with Ikat prints, Benarasi motifs and Chikankari. The collection explores pastel colours from mint green, ivory, salmon pink, softer tones of yellow, to the deep blues, jewelled tones and tropical hues. Modern silhouettes and shapes with traditional craftsmanship is the style mantra for the wedding season and Tasva bears it large.
Tasva also boasts of accessories like safas, sarpeches, pocket squares, brooches, ornamental buttons, stoles, shawls and footwear catering to every facet of Indian men’s traditional wear. Tarun Tahiliani, Tasva stated about his innings with ABRFL, “This day marks the completion of a year for TASVA’s, a full circle in many ways- starting from the culturesteeped streets of Benaras and now to the hub of art & fashion in Mumbai. Within a year of TASVA’s inception, we have infused freshness into men’s Indian-wear and changed the Indian male celebratory experience. I am eagerly looking forward for what’s next in our journey with TASVA!”
Text by Jaydeep Ghosh
Image courtesy: Tarun Tahiliani
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