Label to know: Jodi Advertisement

Label to know: Jodi

The new designers are making fashion as affordable as it is chic

By Malika V Kashyap  April 8th, 2015

Karuna Laungani and Gauri Verma have an advantage most designers don’t: as former ELLE stylists, they have developed an understanding of what people want to wear. “We wanted to contemporise our crafts. Indian designers do this beautifully but at higher price points. We want Jodi to be accessible,” says Laungani. Each collection is based on a print story, and they aim to retail new designs every month, along seasonless cycles. The best of the line includes hand-block-printed denim and summer jackets made from south Indian towels with vintage Kutch patches. Being self-funded forces certain restrictions on the year-old brand’s growth, but they’re happy to go slow and use social media to spread the word. Sonam Kapoor wearing their clothes doesn’t hurt, either. Up next is a range of kooky night suits, a jewellery collab and home furnishings.

Flip through the gallery to see their 2015 lookbook

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Photographs: Instagram/Manasi Sawant; Styling: Alisha Netalkar; Make-Up and hair: Pallavi Jain, Meena Singh/Lakmé Absolute Salon (Karuna, Prasad)