Launch of “Shidur” Collection By Ambrish Damani

Being a Bengali the word “shidur” or vermilion has a very special significance in my life.So honestly speaking i was quite excited when i first heard about this collection by Ambrish Damani.The launch was a special affair,and was indeed an extend bijoya dashami celebration.


Ambrish Damani has been involved with fashion design for over 15years.

The chirpy effervescent Kolkatan has a rich family lineage of entrepreneurs in the corporate world and through this label he is pushing boundaries and expressing his passion for design.

His collection reflects a whiff of fresh air & his effervescent personality. His designs are not only very wearable & comfortable but offers something for every occassion. He specializes in graceful salwar-kameezes and petite saris along with matching accessories.

His body of work utilizes a broad spectrum of fabrics, primarily natural. His artistry is best reflected through his favorites including Cotton, Linen, Jute, Net, silk & Georgette.

ABOUT THE COLLECTION: The “Shidur” collection is one of its kind.The combination of crimson red with earthy tones like brown really complimented each other.The collection had intricate embroidery and each piece was extremely different from the other.The designer narrated how fascinated he was with the embroidery in his grandmothers saree years back and in the “shidur” collection he replicates the same into these timeless pieces.Ambrish is extremely rooted to his culture and traditions and has always promoted everything that is ethnic and traditional.This collection is extremely festive and of course truly traditional.The designer named the collection “shidur” because he feels how the colour red brightens up everything and even a touch of crimson changes the entire look of a person and make things more vibrant.I totally agree with this.

The Launch event had everything to make a bengali soul happy.Just when we were still in that pujo hangover mode Ambrish just made things really better.From “dhunuchi naach” to “shidur khela” the event had everything which would make a “pujo hungover” bengali soul like me happy.Along with other city bloggers the launch of “shidur” collection will always be a memorable one.I indeed had a great time dancing to beats of “dhaak”,chatting with blogger friends and knowing a lot about our traditional designs, fabrics and a lot more from the designer himself.


Photography: Adisha Jain

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