MID-DAY March 2021
A New Entrant into the Eclectic World of Luxury Fashion
Firm advocates of slow fashion and zero waste, mother daughter duo Shonali and Radhika Datta, started Mumbai based boutique brand Raishaa, with the aim to support local talent and promote sustainable fashion With sustainability fast becoming the norm in the global fashion landscape, the attempt lo craft an eco-conscious presence has become key to many clothing brands' mission statements.
And, the ongoing global pandemic has been a turning point in that it has forced many labels to make significant changes to reduce their environmental impact. In a bid to support local artisans from the fashion fraternity during this unprecedented time of crisis, mother-daughter duo Shonali and Radhika Datta started Raishaa —an affordable luxury fashion label catered to responsible consumers who are increasingly embracing a conscious approach to shopping. Firm believers in slow fashion, Shonali and Radhika custom-make all pieces from the collection that are displayed as samples that can be recreated on order basis a client's sartorial preferences.
While Shonali holds a master's degree in management studies from Melbourne University, Radhika is currently pursuing a bachelor's degree in fashion styling and production at the London College of Fashion. They began Raishaa during the pandemic when they realised that the market today is saturated with bridal couture and traditional festive wear, with a dearth of conscious clothing alternatives. And so, they decided to launch a versatile collection that honoured Indian techniques yet catered to modern trends.
Comprising a selection of cocktail, Indo-Western fusion and prêt wear for women with a discerning sense of style. the label offers up everything from easy breezy resort-inspired thigh-high slit togas and printed crop-top and skirt sets to embroidered jackets and, ready-lo-wear saris in light fabrics such as tulle, organza, net and Chantilly lace.
Speaking about what they wish to achieve through Raishaa, the mother-daughter duo share, "As a boutique brand, we wish to give back to the artisan community that helped us realise our dream of becoming designers and to also showcase their expertise in providing high-quality artisanal excellence. A majority of the proceeds go to the artisans to help sustain their livelihood."