The Label: Decidedly Feminine - Uniquely Sustainable
Our namesake women’s label is a contemporary East-West aesthetic for the sophisticated, well-traveled woman: vibrant artisan prints, soft tailoring, feminine silhouettes, and comfortable layers with high wearability, for work and casual wear. Mehera Shaw uses natural fibers, organic cotton, handloom (khadi) and block prints in our collections.
The Mehera Shaw Woman
The Mehera Shaw woman is 25+, confident, creative, sophisticated and identifies with a East-West fusion aesthetic. Her lifestyle reflects the dialogue between East and West, between artistry and modern life.
Mehera Shaw has recently relaunched our women’s label; a collection of upscale separates with emphasis on tunics and leggings, followed by dresses and blouses. Mehera Shaw will produce three collections annually: festive/winter, spring and high summer.
Points of Sale: Ecommerce Plans
Points of sale include a retail boutique in Jaipur, India and online shopping for both the Indian and international markets. Mehera Shaw will relaunch our ecommerce shopping site specifically for the Indian market in August 2013. Product range includes women’s easy-wear separates for work and casual wear, nightwear, upcycled accessories and artisan printed organic cotton fabric.
Mehera Shaw will seek shop-in-shop, wholesale partnerships and ultimately franchise opportunities for their namesake label as well as for its family-oriented lifestyle branded collections. Mehera Shaw’s goal is to create a fully transparent, vertical brand for sustainable living.
Sister Collections: in development
Mehera Shaw is developing product lines for our sister labels for the whole family, intended to launch by spring 2014. As a lifestyle brand, the messaging is about family and clothing for a conscious lifestyle in fusion oriented world; all styles express an East-West aesthetic. Sister-labels include: Shireenbai Kitty, a colorful collection of dresses and separates for girl’s 2-10 years; Sarojini, a boho masala chic look for the teen's to women’s youth market; Adeem, a collection of men’s classic cuts in high-quality artisan fabrics, and; Mandali a range homewares, upcycled accessories and project-based textiles such as do-it-yourself sewing kits.
Mehera Shaw’s commitment is to a cradle-to-cradle approach to fashion. We believe sustainable fashion is only sustainable through quality design, which wears well over time and reflects the story of its production. We use sustainable fabrics such as handloom wool, ahimsa silk, certified organic cottons, artisan textiles, and upcycled textiles in every collection. We use only fair labour garment production and actively look for partnering with artisan textile projects supporting innovative development in upcycling, and micro social enterprise. Mehera Shaw believes that good design can and does go hand-in-hand with beautifully made, artisan textiles; that sustainability, small-scale production and good design are a good fit and the way of the future.
Visit our new updated website and see our Basant collection SS13 and Festive Winter Collection AW13 campaign photoshoots taken near Jaipur, India and introducing Kiran Kaur as our model. Shop at our e-boutique and Jaipur Shop.