As an ardent admirer of Indian culture, traditions, and artistry, I am utterly captivated by Mavuris and their latest campaign, “Dare to Drape Differently.” The story behind this brand is nothing short of inspiring, with its roots deeply entwined in the rich legacy of Harika Mavuri’s family dating back to the 1930s. Her great-grandmother-in-law, Smt. Late Mavuri Veeramma, who sold sarees on foot in Rajahmundry, Andhra Pradesh, is a testament to the enduring passion for these vibrant textiles that Harika carries forward today.
Mavuris, a brand deeply committed to preserving India’s textile legacy, introduces its latest campaign, “Dare to Drape Differently.” At the helm of Mavuris is Harika Mavuri, a visionary whose passion for traditional Indian sarees is rooted in her family’s legacy dating back to the 1930s. The name of the brand, Mavuris, honors Harika’s great-grandmother-in-law, Smt. Late Mavuri Veeramma, who sold sarees on foot in the streets of Rajahmundry, Andhra Pradesh.
As a lifestyle connoisseur, I find myself deeply rooted in India’s rich weaving traditions, a heritage that has been beautifully intertwined with my personal artistic journey to create Mavuris – a brand that champions the authentic spirit of these age-old crafts while catering to the dynamic needs of today’s women. I believe that a saree is not merely an item of clothing, but a mirror reflecting one’s unique personality. This idea forms the heart of our “Dare to Drape Differently” campaign, which invites wearers to delve into the versatility inherent in this timeless garment, experimenting fearlessly with diverse styles and embracing its natural adaptability.
Harika’s artistic background gives her a distinctive viewpoint, transforming the saree into more than just clothing; it becomes a potent emblem of individual self-expression. Her ardor for art led her to discover the laborious craftsmanship involved in creating Pochampally’s woven items, which has since inspired Mavuris’ commitment to uphold and honor these ancient arts. This devotion culminated in the debut of Mavuris’ primary store in Hyderabad’s Jubilee Hills. Each saree displayed in the campaign is a testament to enduring weaves, revered for centuries in India as works of art—like Kanchipuram Silk, Patan Patola, Paithani, Banarasi, and Ponduru Jamdani.
As a lifestyle advocate, I passionately believe that the saree is not just a cultural artifact, but a powerful tool for self-expression, perfectly in sync with Gen Z’s fearless individuality. Mavuris, my brand, proudly stands under the One District, One Product (ODOP) initiative, providing us with an exceptional stage to display a variety of local weaves, some adorned with the Geographic Indication (GI) labels, reinforcing our commitment to authenticity and quality. I aspire to ignite a new wave among young people, encouraging them to embrace the saree, not as a tradition, but as a symbol of pride, creativity, and personal style for future generations.
Via their campaign, Mavuris revamps classic saree designs with a modern flair, enabling the contemporary Indian woman to experiment with her saree wearing experience in ways that feel genuine and liberating. The label encourages everyone to delve into the Mavuris experience at their Hyderabad store or peruse their collections online at www.mavuris.com.
About Mavuris:
Nestled in the heart of Jubilee Hills, Hyderabad, Telangana, you’ll find a brand new, two-story establishment called Mavuris. This store is a treasure trove for saree enthusiasts, boasting an extensive collection of over 5,000 artisanal sarees. From the renowned Kanchipuram and Banarasi to the unique Bengal Jamdani, Patan Patola, Kalamkaris, Paithani, Ikats, Khadi, and more, Mavuris has something for everyone who appreciates the beauty of traditional sarees.
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2024-11-29 09:40