Indo-Western fashion label holiCHIC hit the NYFW stage for the second time


holiCHIC’s new collection honors South Asian mothers and the traditions they pass on to their daughters

NEW YORK, September 19, 2022 /PRNewswire/ — Megha Rao Founder and Designer and Creative Director Pooja Desai Shah of Indo-Western fashion label holiCHIC unveiled the brand’s new collection titled ‘Ma’ (in Hindi) on the runway during New York Fashion Week. Their runway featured pieces from their latest FW22 ‘Ma’ collection, including sari power suits, vintage inspired saris, revamped cocktail dresses and even some pieces from their menswear line, holiMENs.

Taking 10 months to create, the ‘Ma’ tribute collection is inspired by the designer’s late mother Megha Rao. Jayshree Lathigara reflecting on the heritage and values ​​that South Asian mothers pass on to their daughters. It will showcase a contemporary interpretation of classic Indian fashion taking influence from “mothers’ closet”.

holiCHIC was created by Rao as a means to blend Western and South Asian cultures. As a daughter of immigrant parents, Megha always felt like she belonged to different worlds. Her designs represent those dual identities. The designer confesses: “I’ve always belonged to two worlds, and my mother played a big role in helping me find the balance between the two. She taught me how to embrace the opportunities I had growing up in America, appreciating and respect my South. Asian roots”.

The collection takes inspiration from Megha’s childhood and bond with her mother. “The collection features business suits, dresses and more crafted from traditional sari to represent the strength and resilience of our immigrant mothers, who never forgot where they came from. My goal with this collection was to continue to find innovative ways to fuse the old. and the new cultural heritage, redefining and regenerating, honoring my mother.”

holiCHIC, in partnership with Product of Culture, unveiled the collection at ‘MumbaiNY’ Pop-up shop last week at New York City Meatpacking District, will also be available to shop online on the fashion label’s website.

ABOUT HOLICHIC:

Growing up as a first generation American Indian, designer Megha Rao was constantly inspired by its two contrasting worlds of East and West. This wick was the driving force behind the creation of her brand, holiCHIC. Powered by the vibrancy of South Asian culture, their designs are rich in detail, derived from centuries-old Indian craftsmanship techniques, flattering silhouettes, hand-dyed fabrics and intricate artisan embroideries.

The brand’s mission is to keep South Asian culture alive through fashion expression. The label represents a thoughtful move towards creating meaningful clothing for versatility and longevity. Allowing you to shop in a more sustainable way, building your wardrobe with timeless staples that you can wear season after season.

Notably, holiCHIC has evolved into much more than just a fashion brand, amassing a loyal community of women who have learned to own and embrace their unique identities. For more information visit holichicbymegha.com.

Designer: Megha Rao
Creative direction: Pooja Desai Shah
Concept and Shot Assist: Pareen Bhagat
Make up: @makeupbypriyanka
Hair: @hairbyliz.jas
Styling assistance: @shayosaevents

Media contact:
Amber Sabri
Azhar PR
610-509-8258
[email protected]

SOURCE holiCHIC by Megha



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