In a world where the fashion industry often prioritises volume and fast fashion dominates, Mavuris is one brand that honours sustainability and Indian craftsmanship. Every garment is a testament to India’s age-old textile art practices. At the heart of this brand is a family legacy that has stood the test of time.
“Our lineage in the textile industry traces back almost four generations ago,” says Harika Mavuri. In the 1930s, her great-grandmother-in-law, Late Smt Mavuri Veeramma dressed in Kaastha, would curate and sell the finest handwoven sarees as exclusive wedding edits in the streets of Rajahmundry, Andhra Pradesh. Inspired by her today the Brand gets its name Mavuris and proudly upholds their unequivocal love for sarees, with Harika at the helm. The brand is certified under the One District One Product (ODOP) initiative, which enables it to showcase and sell many local weaves. Many of the weaves also hold the prestigious GI (Geographical Indication) tag, further authenticating their origin and quality.
Mavuris understands that as the world evolves, clothing evolves too. Their Dare To Drape Differently campaign is one step towards evolution, which aims to encourage non-conventional ways of interpreting the saree.
Endless Saree Potential
There are very few things in this world as timeless and versatile as a saree, and it has been at the very core of India’s cultural fabric for many years now. Even after being such a multifaceted piece of garment, the true potential of the saree remains unexplored. This campaign aims to break free from outdated stereotypes and unnecessary interpretations of traditional clothing by highlighting the fluidity of the saree, and how garments can be styled in different customisable ways to reflect the wearer’s personality.
Iconic Saree Styles
Known for its exquisite handcrafted sarees, Mavuris specialises in heritage weaves like Kanchipuram, Banarasi, Jamdani, and Kalamkari, each proudly certified under the GI (Geographical Indication) label. Harika enjoys reimagining the saree, often replacing the typical blouse with a blazer or crop top, and pairing her looks with formal footwear, and loves experimenting with draping styles that combine tradition with a modern flair.
A Form Of Self-Expression And Sustainability
Mavuris as a brand invites individuals to experiment with clothing, which can help them express themselves better. As Harika puts it, “A saree is not just a piece of fabric, it’s a representation of the person who wears it. It can be underplayed or made into a high-fashion statement, depending on the wearer’s style and preference. Unlike a dress, which can be worn in only a few ways, a saree offers endless possibilities, making it a true reflection of one’s personality.” The brand’s commitment to sustainable fashion is evident in its sourcing practices and its varying approaches towards clothing. This seamlessly aligns with the growing global movement towards conscious consumption. Every saree can be worn countless times over, draped in a plethora of different ways.
Breaking Stereotypes
Mavuris encourages people to move beyond traditional conventions. The focus is on individuality, comfort, and creative expression, which makes the saree more relevant in today’s fashion landscape. “For GenZ, wearing a saree isn’t just about following cultural traditions. It’s about making a statement. They’re choosing it as a form of self-expression that allows them to be bold, unique, and authentic. They’re blending the old with the new, pairing sarees with unconventional elements, redefining the saree’s identity. Their ability to mix and match influences from all over the world is not just a trend; it’s a celebration of individuality that showcases the saree’s versatility on a global platform, affirming its place in the contemporary fashion landscape. The younger generation is embracing these enchanting six yards of tradition like never before,” shares Harika.
Mavuris is more than just a brand—it celebrates heritage, craftsmanship, and sustainability. Through its timeless sarees and the Dare to Drape Differently campaign, Mavuris invites you to embrace tradition in your own unique way. With every saree you’re telling a story of individuality and mindfulness.
Shop now at their Hyderabad store or explore their collections on their website.
