Aamvi: Here comes a brand that embraces Indian values and aesthetics to celebrate contemporary fashion

“You can have anything you want in life if you dress for it.” ~ Edith Head

The right outfit, just as the right attitude, can make all the difference. The clothes adorning your body aren’t merely a reflection of your fashion choices but also serve as an effective medium of self-expression. Thanks to the efforts of a few emerging startups, today’s generation is able to connect with India’s rich legacy of handcrafted clothing. They’re willing to explore and experiment more.

Launched in 2019 by Meghavi, Aamvi offers the best of chic Indian clothing, created with love and devotion by the skilled artisans of India. Since Meghavi was a part of the UN cohort for women empowerment, she’s aware of her responsibility not just as an entrepreneur but also as a woman. Hence, through Aamvi the feisty 24-year-old strives to train and uplift women artisans, thus enabling them to create a brighter future for themselves.

Stairway to Success

Meghavi’s entrepreneurial journey began when she was still in the final year of college, studying to be a fashion communication graduate. As part of the curriculum, she visited the craftsmen in Telangana and interacted with the local artisans there. This marked a drastic shift in the way she began to perceive fashion and clothes. She was bowled over by the amazing craftsmanship and unwavering dedication of such unsung heroes of Indian weaves.

Meghavi personally preferred bohemian fashion but experimented with her fashion choices. In an attempt to explore her creative potential, she set out to make her own collection, wearing them to college and drawing admiration from a lot of people. At a time when most of her college mates were gushing over high-end brands like Zara, Meghavi made heads turn with her ethically sustainable clothes that were at par with foreign brands in terms of style, quality and aesthetics. The positive response garnered from all quarters encouraged Meghavi to establish her dream venture, Aamvi. And, there has been no looking back ever since.

Aamvi : In honor of women, Indian values and art

Aamvi presents a unique collection of modern, easy-breezy outfits that celebrate the flair and finesse of Indian handloom and crafts while holding on to the style quotient of current times. Since sustainable measures are adopted, there’s zero wastage and no harm caused to the environment. The designs, hand printed by expert artisans, are fun, unique and versatile.

Aamvi busts the myth that if it’s handprinted, it’s boring. These clothes captivate the sensibilities of the younger generation who are fascinated by the enduring appeal of traditional art, handed down over several generations.

Take a look at some of the trendy chic dresses and cotton shirts (bushirts) which are high on comfort and style. The Jugalbandi collection boasts of hand block-printed apparels while its Kamala backless dress and Avisa shirt are a crowd-favorite.

Aamvi clothes are designed in a way that allows you to style the garments in many different ways, thus giving wings to your creative expression. Orders can be placed online on Aamvi’s Instagram page. Owing to worldwide shipping, customers can opt for offline orders too and because of this option, the brand has a diverse clientele from across the globe. With more than 500 offline orders and many products going out-of-stock within hours of availability, the brand is turning out to be a favorite with fashion lovers worldwide.

What’s in store for the future?

There’s no denying that Aamvi has got off to a dream start. So now, what’s next? Meghavi responds “I see myself opening offline stores and building a team of young people with a keen sense of fashion.” Furthermore, the brand intends to experiment with new sustainable materials other than cotton. They also aim to empower artisans as the brand grows and build a women empowered team. There’s a lot to explore and a lot to learn for Aamvi. The journey has only just begun.

Instagram — @aamviclothing

Facebook — @aamviclothing

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