The AW21 or Festive’21 Collection is a special collection for us, majorly because under such uncertainties and unpredictable situations, each happy moment is a blessing. We are all collaboratively hoping for better days. In short, we are all looking to find Khushi ke Sau Bahane amidst the uncertain times; hence, the title of the collection.
The designers, when they started preparing for Festive’21, felt that we all relate to the prevailing conditions and as a brand, we should bring that out in some form. However, we wanted to bring forth the positive side of it in the form of hope, togetherness, and nature. We interpreted these three elements into our collection, coming out with beautiful results. The moods of each story in this collection, in some or the other way, connects with the ideas of togetherness, nature and hope. From Khushi ke Sau Bahane Collection, we aspire to bring a ray of happiness into the lives of our consumers.
As mentioned above, Khushi ke Sau Bahane is all about togetherness, nature, and hope. We had all been together in the chaos for the past two years, and we shall be together in coming out of it. A ray of hope can be seen with people getting vaccinated in 2021. Building upon the same, we have tied these ideas to our Festive’21 collection. Another reason is that festivities are all about celebration, being with family and friends, and feeling happy. That’s exactly what we want our consumers to feel when they look at our festive collection. We want to give them Khushi ke Sau Bahane with a collection that exhibits 100 styles. Besides this, Shree is about to touch a century in terms of its retail stores pan India. This collection is marking the completion of 100 stores of Shree.
The inspirations for Khushi ke Sau Bahane stemmed from the little things we learned during the hard times of life. With minimum resources available to us, the freshness of nature or the fragrance of flowers emanating from the gardens heightened our senses and inspired us. The art of attracting positivity, being spiritual, and believing in a hopeful future are some of the thoughts that we intend to depict through this collection. In a nutshell, the significance of Khushi ke Sau Bahane is reflecting on and following the mantra of “Glow through what you go through”.
Besides, reaching the 100-store milestone during a pandemic makes a bold statement. We hope that this provides the much-needed hope and confidence to others who are struggling during these times.
The AW’21 is an amalgamation of natural, spiritual, and cultural thoughts. Narrowing it down to the themes, Bhoomi Utsav, Sunehri and Gulnaaz portray the elements of Indian ornamental architecture giving it the touch of grace, royalty via slow and voluminous silhouettes and detailing of gold intricacies.
Abeer and Philauri got conceived by the idea of natural treasures of Flowers and will reflect the aroma, essence, and tints of colours such as fuchsia, and golds in the form of prints and colours.
Indian culture is known worldwide for its Indian traditions. Festivals are a reason to celebrate togetherness and happiness. These ideas get cultivated in Reet and Jashne -E- Bandhej.
Let’s dive a bit more into the themes.
Batika is a block print story that transports you back to the batik print culture. A story in navy blue, black and maroons, Batika theme will charm your wardrobe.
Khushi ke 100 Bahane tying up with Ethnic Shopping Trends of 2021
People have been gravitating towards classic, comfortable silhouettes with minimal embellishments. Comfortable clothing seems to be the new wave in ethnic wear. Handmade outfits are going to take the spotlight in 2021 according to our designers. And our collection falls in sync with what is coming in 2021 in terms of fashion trends. The silhouettes are plain and festive at the same time; minimal embellishments adorn some of our stories like Kanchan and Philauri. Popular Stitches have been popularized in some of the collections like Kantha Katha.