 "Lakme Fashion Week 2024: Chola's Exuberant Collection Presented By Tea Culture Of The World Was A Peppy Look")
Tea Culture of the World teamed up with designer Sohaya Misra of the ‘Chola’ label, bringing a dynamic and spirited vibe to the runway at the Lakmē Fashion Week in partnership with FDCI. This exciting event unfolded at the prestigious Jio World Convention Centre, located in the heart of Mumbai’s Bandra Kurla Complex. Renowned as one of India’s premier venues for conventions, exhibitions, and social gatherings, spanning an impressive 1 million square feet, the Jio World Convention Centre has hosted over 1300 events and welcomed more than 2.5 million visitors since its launch in March 2022.
Established in 2010 by Dr. Rupali Ambegaonkar, Tea Culture of the World stands as a distinguished premium tea brand boasting a collection of 120 exquisite flavors. Originating from Japan, China, Vietnam, South Africa, and India, the hand-plucked leaves embody a blend of time-honored traditions and contemporary innovation, showcasing cultural richness and artisanal expertise. Under the prestigious ownership of Society Tea (Amar Tea Private Limited {ATPL}), committed to fairness and quality. Sourced from Fairtrade-certified producers, the teas uphold ethical practices while delivering superior taste, ensuring a guilt-free indulgence with every sip.
Designer Sohaya Misra’s label, ‘Chola,’ has been a go-to choice for fashion-forward individuals since 2015. This season, the “Let’s Play” collection from ‘Chola’ embraced a vibrant palette, evident in the playful designs that incorporated deconstruction and free-cutting techniques. Draping techniques were prominent, while 3D silhouettes added an air of intrigue to each piece. Whimsical frills and flounces introduced playful elements, while ‘Chola’s’ signature structured jackets and trousers made occasional appearances. The beloved one-minute sari, always a crowd favorite, was styled uniquely with shirts and jackets, adding a quirky twist to the ensemble.
While ‘Chola’ has traditionally embraced a monochromatic palette of black and white, this season saw the brand infusing its collection with lively hues such as matcha, mustard, red, blue, grey, and orange, adding vibrancy to its narrative. These colorsformed the foundation of hand-woven tribal fabrics adorned with prints, creating a riot of patterns alongside ikat, occasionally intermingled with additional prints, showcasing meticulous detailing. Layering remains a hallmark of the brand, allowing buyers to explore endless possibilities of mix and match.
With a focus on sustainability, ‘Chola’ draws inspiration primarily from fabrics. This season, the brand opted for organic cotton, 100% pure linen, ikat, yarn-dyed linens, and introduced denim, often accentuated with patchwork, reflecting its commitment to conscious fashion.
Expressing her enthusiasm for the collaboration, Dr. Rupali Ambegaonkar, the Business Head, Tea Culture of the World [Society Tea (Amar Tea Private Limited {ATPL}], said, “We are thrilled to have unveiled our innovative partnership with Lakmē Fashion Week x FDCI. The association with the designer label Chola has showcased the essence of Japanese tea culture on the runway. The merging of haute couture and tea culture was heralded by this exciting partnership, promising a transcendent sensory voyage for both fashion connoisseurs and tea aficionados.”
Designer Sohaya Misra of Chola the Label shared, “We are excited to have collaborated with Tea Culture of the World for our show at Lakmē Fashion Week x FDCI. Drawing inspiration from the Japanese tea ceremony’s principles of Harmony, Respect, Purity, and Tranquility, our collection aims to embody these values while celebrating sustainability and self-expression. With a focus on locally sourced fabrics and playful designs, we invite everyone to embrace their uniqueness and let the clothes be an extension of their personality.”
The peppy “Let’s Play” collection by Sohaya Misra for her label ‘Chola’ presented by the Tea Culture of the World was a great convergence of dual worlds, when fashion and style were intertwined with taste and will allow the buyers to express their personal, sartorial statements and create individual looks for the coming season.