Amara Unveiled: The maiden collection from 17 Looms showcases Indian hand-block printing heritage

17 Looms, Crafted by Pinkvilla, has unveiled the Amara collection as a tribute to the story that led to the very genesis of the brand. The collection draws inspiration from the vibrant city of Jaipur, known for its exquisite hand-block printing art, and pays tribute to this time-honoured textile art form with a contemporary flair. The centuries-old method of block printing holds a special place in India's textile legacy. In this remarkable craft, elaborate patterns are hand-carved onto wooden blocks with precision. Subsequently, the blocks are dipped in natural dyes for imprinting onto fabrics to create stunning creations.

Nandini Shenoy, Founder & CEO of Pinkvilla and 17 Looms, expressed her elation on the launch of the brand with Amara stating, "It gives me immense pleasure that I have been able to play my part in dissemination of India’s rich culture with the world. With Amara not only do we want to showcase the beauty of Jaipur’s age-old textile art form to a global audience, but we also hope to support and uplift the Jaipur artisan community, without whom this collection would not have been possible."

Each piece in the Amara collection is a testimony to the traditional hand-block printing process and has been painstakingly created to yield an elegant addition to our clientele’s closet. Mini, midi, and maxi lengths, as well as ruffle dresses, are featured in the collection and are bound to add a dose of playfulness to one’s wardrobe this summer. With Amara, one can sway in style this season through a variety of occasions, be it a laid-back beach day or a carefree summer party.

Amara is not merely a collection, but a means of self-expression and we hope that with Amara one can embrace their individuality. Thus, we extend a warm invitation to everyone, from fashion enthusiasts to fashion aficionados, to explore the grandeur of India’s hand-block printing tradition through this spectacular collection.