Devnaagri, the brainchild of designer duo Kavita and Priyanka Jain, unveiled “Khayalon Ka Karwan,” a poetic celebration of life’s most treasured moments, with its latest collection, Zaina. This collection embodies timeless beauty through luxurious fabrics like silk satin, organza, and georgette, adorned with intricate handcrafted embroidery, including zardozi, dori, pearls, and French knots. Inspired by Ottoman motifs, Zaina showcases a blend of global influences and cultural elegance, offering a range of anarkalis, shararas, lehengas, and sarees. The vibrant color palette, featuring bold reds, fuchsias, and mustard, along with softer shades, is designed to add festive flair to every occasion. In a candid chat, we understand the sister duo’s vision and art
Devnaagri has been a significant part of the Indian fashion landscape for over a decade. What do you believe sets your designs apart from the rapidly growing competition in the luxury ethnic wear space?
Devnaagri’s designs stand apart due to our deep commitment to craftsmanship, cultural authenticity, and modern sensibilities. We focus on intricate handwork, luxurious fabrics, and unique detailing, ensuring each piece is not only visually striking but also tells a story rooted in tradition. Our emphasis on understated elegant design allows the beauty of fine craftsmanship to shine through, creating pieces that exude sophistication without being overly ornate. This balance of classic elements with contemporary styles allows us to create collections that feel both timeless and relevant, resonating with those who appreciate heritage but desire fresh, innovative designs. This distinctive approach, along with personalized service and quality, sets us apart in the growing luxury ethnic wear space.
Your collections often reflect a deep connection to Indian heritage while remaining modern and versatile. How do you balance tradition with contemporary fashion trends in your designs?
We balance tradition with contemporary fashion trends by drawing inspiration from India’s rich cultural heritage and reinterpreting it through a modern lens. Traditional craftsmanship, such as intricate hand embroidery and classic motifs, forms the foundation of our designs. To make these elements resonate with today’s audience, we incorporate modern silhouettes, innovative cuts, and versatile styling options, creating garments that feel both timeless and fresh. By carefully blending heritage techniques with current trends, we ensure that our collections honor tradition while remaining relevant, adaptable, and appealing to the contemporary
fashion-forward individual.
Devnaagri started as a brand focused on women, and now you’ve expanded into menswear and family outfits. What inspired this shift, and how do you approach designing for such diverse audiences?
The expansion into menswear and family outfits was inspired by our desire to offer a cohesive, celebratory experience for everyone, reflecting the unity and shared joy of Indian festivities. As we observed the increasing demand for coordinated family ensembles and the need for high-quality menswear that mirrors the craftsmanship of our women’s line, we felt it was a natural progression for the brand. Our approach to designing for diverse audiences is centered around maintaining the core of what makes Devnaagri unique—intricate detailing, luxurious fabrics, and a blend of tradition and modernity. For menswear, we focus on sophisticated, comfortable silhouettes that align with our signature aesthetic, while for family outfits, we ensure cohesiveness in design and color palette, making it easy for families to create a coordinated yet individually stylish look. This expansion allows us to cater to a wider range of occasions, offering something special for everyone.
Sustainability is becoming an essential conversation in the fashion industry. How do you incorporate ethical practices into your brand, and what are some challenges you’ve faced along the way?
At Devnaagri, we incorporate ethical practices by focusing on slow fashion and promoting artisanal craftsmanship. We work closely with skilled artisans to preserve traditional techniques, ensuring fair wages and supporting local communities. Our commitment to sustainability extends to minimizing waste through thoughtful production processes and creating outfits that have great repeat value—pieces that can be styled differently for various occasions, encouraging a more mindful approach to fashion. One of the challenges we’ve faced is balancing the demand for intricate, handcrafted pieces with the need for efficiency and scalability. Creating timeless, high-quality garments while remaining environmentally conscious requires careful planning, but we believe it’s crucial to make a positive impact on both the industry and our community.
As sisters and co-founders, how do you complement each other’s strengths in the creative and business aspects of Devnaagri? How has your dynamic evolved over the years?
As sisters and co-founders, our complementary strengths have been instrumental in shaping Devnaagri’s journey. Priyanka focuses more on the creative aspect—conceptualizing designs, working closely with artisans, and ensuring our collections reflect our shared vision of elegance and tradition—while Kavita brings her expertise to the business side, managing operations, strategy, and brand growth. This balance has allowed us to leverage our individual talents while working towards a common goal. Over the years, our dynamic has evolved to become more seamless; we’ve learned to anticipate each other’s needs, offer support, and make decisions collaboratively. This synergy has enabled us to build a brand that reflects both our creative passion and our commitment to business excellence.
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