London-based fashion brand Myosutra by designer Roshni Mukherjee takes a slice of Bengal and India’s traditionally and culturally rooted fashion to the Londoners. Starting its online operations in 2017, the brand now ships worldwide, giving people a taste of Indian ethnic fashion tradition, at times in its classic form and at times through its contemporary style trends.
“The brand name comes from Nam-myoho-renge-kyo as I follow the chanting. ‘Myo’ implies mystique or magic and we consider the feminine wonder, sari, to embody that. Bengalis in London always come back to Calcutta to shop for the entire year and wear those traditional outfits at various occasions. That idea triggered me to start this brand, where NRI Bengalis could easily access a piece of their local Calcutta, Gariahat or New Market favourites in London itself,” says Roshni, who is also a banker by profession.
“Our collection includes curated traditional pieces from weavers, like outfits in muslin, kalamkari or Jamdani and our in-house contemporary designs that are more relatable to people living here, featuring the London skyline in saris, the red telephone booth on blouses, Potter saris or Durga-themed gowns. One can find a personal connection in our outfits. Our weavers’ collections are my way of supporting their community. We also try to bridge the gap between ethnic fashion and the local requirements by experimenting with outfits, like a jacket designed in traditional fabrics like Dhakai or chikankari. My motto, initially, was to make things accessible to the British Indians. Now, my target is to uplift the weavers of India and also to make our culture and tradition more accessible to the British Indians, the British Asian community and the British community. I want to first make the wider British community aware of our fabrics and our legacy and then manifest into the British and global market. And for those of us living in foreign shores, Durga Puja always allows us to reconnect to our roots through one eternal and unmissable thing — fashion, draped in the six yards of sensation,” says Roshni.
A five-day festive lookbook conceptualised by Roshni
Sashthi
An ikat cotton sari in quintessential festive colours of red and white, styled in an Indo-western easy-to-carry style, teamed with a black polo-neck T-shirt. “As you get ready to usher in the festivities, pick something easy-breezy in subtle cottons, for instance, an ikat or a Dhonekhali sari. Autumn makes it perfect to pair the sari with a polo-neck T-shirt for a quick after-work look,” suggests Roshni.
Saptami
A brightly coloured printed georgette sari featuring the trendy stripes and florals, paired with a golden belt that adds the perfect festive glam touch. “As the festivities are in full swing, choose to flaunt a printed gorgette sari styled following the popular trend of accessorising it with a belt. It instantly adds a feminine feel to the wearer, highlighting the waist and lending a beautiful structure to the drape,” says Roshni.
Ashtami
A bright red Kanjivaram sari with golden border for a gorgeous and elegant look that the Puja celebrations demand as it reaches its peak. “From offering pushpanjali to eating the bhog, considering the day’s significance, Ashtami calls for a look that resonates with bangaliana. So, you can opt for an all-out traditional look with a red sari and team it up with heirloom jewellery,” suggests Roshni
Navami
An animal-printed trendy sequin-bordered sari with a touch of black for the ultra-glam Navami look. Add a sassy touch with a pair of sunglasses!
“As the celebration reaches a crescendo, you need to look your trendiest best. Opt for a glamourous look with sequins or modal Ajrakhs, and enhance this look with a tinted sunglass or just go for a Dhakai jacket over a dress, if you get too tired of wearing saris,” suggests Roshni.
Dashami
A ghicha tussore sari with a red Benarasi border for decking up traditional to the T on the last day of the puja. “As women indulge in sindoor khela, soaking in the festivities one last time, choose to drape yourself in a laal paar tussore or garod, and accessorise with classic gold jewellery,” suggests Roshni.
Pictures courtesy: The designer
What: Myosutra
Available at: www.myosutra.com
Contact: https://m.facebook.com/myosutra on Fb and myosutra_mysutra on Insta
