Divya Sheth is a studio producing pieces of wearable art with a distinct flavor of avant- garde. The brand has focused on the revival of age old Indian art forms since its very inception in 2014. An art inspired, concept driven, craft based clothing brand, very close to its roots and history that is nationally appreciated and has a potential for international acclaim. She has a compulsive desire to vent untamed creativity, transforming raw mediums into pieces of wearable art. The brand sways with notions that are at odds with established norms. The aspiration is to bring forth old arts like ajrakh, chintz and handpainted kalamkari via collaborations with master craftsmen and artists, to showcase the best in Indian crafts and textiles. They use natural fabrics (for eg. Khadi) and natural dyes (for eg. Indigo). Familiarizing people with the true nature of the brand and its unusual and futuristic interpretation of forgotten practices is the direction. Art and style becomes an outlet to expose the many facets of her personality, creating garments that are not only therapeutic in nature, but also symbolise the contemporary female. The clothes transport the wearer into a calm and meditative state. Creating fashion that is not only flattering but also nourishing. Patrons would be made aware of the beauty, story and ideology of the garments they would be investing into. In the longer run, the label envisions a once in a year collection that is strongly based on a concept and remains true to it and not to cyclical trends and forecasts.
