India’s leading fashion company, Aditya Birla Fashion and Retail Limited along with India’s ace designer Tarun Tahiliani launched a new ethnic menswear brand ‘TASVA’. The new brand was launched in Varanasi, at the historic Brijrama Palace, one of the oldest landmarks of the city on the banks of the Ganga. This is the first brand to be launched after ABFRL acquired a stake in Tarun Tahiliani’s couture business earlier in February 2021
Fashion Designer Tarun Tahiliani and Aditya Birla Fashion & Retail Ltd. in early 2021 got into a strategic partnership and formed Indivinity Clothing Pvt. Ltd. The brand’s flagship fashion label, TASVA, was launched in December 2021 and it caters to the premium occasion-wear segment and offers an entire range of high-quality, sophisticated celebration wear for men at accessible price points.
TASVA aims to rethink the Indian male celebratory experience. The brand offers a wide range of high-quality celebration wear for men at accessible price points. The collection is an amalgamation of rich cultural heritage, craft and fine tailoring. It comprises achkans, bandhgalas, jodhpuris, sherwanis and accessories like shawls, stoles, shoes and more. The fabric for the collection was predominantly from Benaras, with brocades dominating the range. Motifs from Mughal architecture have always played a huge role in Tarun’s designs, and this passion is reflected in the use of motifs like bootis, florals, and vines on sherwanis.
Mr. Ashish Dikshit, Managing Director, Aditya Birla Fashion and Retail Ltd., said, “We are proud to present the new brand ‘TASVA’. We believe that ethnic wear is going to be an important category, as confident Indians rediscover their culture and heritage. Tarun Tahiliani has been a pioneer of the Indian design industry and ‘TASVA’ gives the emerging Indian consumer a new range of celebration wear reflecting unmatched and exquisite design excellence.”
Commenting on the launch, Tarun Tahiliani, Creative Director, Indivinity Clothing P. Ltd, said: “The launch of TASVA is a long-time dream of mine, one that I shared with Mr. Kumar Mangalam Birla and Ashish Dikshit, without whose support this would not have been possible. The name itself stands for the best version of oneself and we have worked hard to achieve this. We have created garments that give our consumer – the Indian Man – a fabulously made, internationally constructed, comfortable well-cut Indian brand with Tarun Tahiliani styling yet with complete accessibility of pricing.”
The aesthetic of Tasva is traditional but pared down. It is all about traditional grandeur, immaculate cut and tailoring and fine fit.
Text by Jaydeep Ghosh
Image Courtesy: Tasva
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