Actors Richa Chadha and Ali Fazal, who got married in 2020, have launched their fashion label Ehaab Couture, which is dedicated to celebrating the art of Chikankari embroidery. The launch on April 18, also coincides with World Artisans' Day.
The city's cultural richness inspires Ehaab Couture and encapsulates the spirit of tradition, nostalgia, and old-world charm.
"The name 'Ehaab' means the art of gifting and ties in with who Richa and Ali are as people who have always backed the right causes. With this, their motive is to help preserve an art form and empower an entire community of artisans from Lucknow," it said.
The fashion venture is also an attempt to honour the "legacy of artisans who have safeguarded India's handcrafted heritage for generations".
"Chikankari is Lucknow's gift to the world. With this venture, we envision fashion as a medium of love, where each piece is crafted by hand, carrying the soulful essence of the artisans who meticulously weave every thread," Fazal said.
Chadha said their collaboration with Lucknow artisans is rooted in compassion and respect.
"Ehaab Couture invites you to experience the magic of handmade craftsmanship and join us in our mission to preserve one of India's many culturally significant art forms," she added.
The actor-couple recently launched their production banner, Pushing Buttons Studios. Their first film, "Girls Will Be Girls", bagged two awards at the 2024 edition of the Sundance Film Festival.
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