What does the Desi 'It Girl' wear? This is a question that I’ve pondered of late. I’m evidently the girl who writes about the It Girls of our generation; someone who spends most of my time in messy buns and comfy tees. But when it comes to the world of Indian fashion, there are so many innovations and experiments happening at breakneck speed, it is hard to distil a single fashion watershed moment, but something has happened in increments. From big brands finally admitting that their atelier is Indian to homegrown, digital-first labels taking the world by storm, we have truly arrived in the grand scheme of things. 

But when I return to the question and try to find an answer, I’d probably look to someone like Kimaya Singh. The Indian model represents our modern nation and people; someone who loves her Y2K-inspired mini dresses, romanticises auto rides, adores bags that are too small to be functional yet make up in whimsy, and proudly flaunts how cool it is to care. It is befitting that her newly launched fashion is a wearable adaptation of these notions. 

Mirchi by Kim is a new label on the Homegrown radar by Inega-signed model Kimaya Singh, who has worked extensively with Indian labels of repute. Equal parts glamour, wonder and cultural rootedness have gone into creating the young, quirky brand. From glam skirts with handcrafted details to intricately crafted and delightfully fun Blue Layz bag, the pieces from Mirchi’s first collection, according to the model’s announcement posts are limited edition releases that often took 80 hours to complete. 

Featuring 22 pieces, their debut collection features skirts that range from minis to midis and maxis, all unique in their own inspiration and make. The stand-out star for me, is the Blue Layz Bag with almost an Anya Hindmarch-esque appeal.  From the hand beading in cutdana and seed beads depicting the ‘ingredients’ of the bag to the Lycra Silver material mimicking the foil-like insides of an actual chip bag, the details are beautifully thought out and captured through the design. 

The slow-fashion brand takes a made-to-order approach to production, while still being fun and trendy. Think ‘brat’ aesthetics meets Indian textile craft techniques. As a dedicated eco-friendly brand, they also assure that everything from their sourcing to their packaging is done responsibly to uphold the best of ethical standards. The playful twists on how traditional embroidery is employed; the tongue-in-cheek motifs and the vibrant palette that instantly reminds one of India, all contribute to making the label one that makes you stop in your tracks. 

Whether it is their signature Tank top with their emblematic Mirchi beaded spicy chilli peppers across the bust or the Epic Denim Tote inspired by the playful doodles we’ve all left in our old notebooks, the details are hand-beaded using a mix of cutdana, seed beads and sequins.

They employ natural dyeing techniques wherever possible and are actively working towards making Mirchi as eco-friendly as they can. The brand are also dedicated to empowering local artisans by providing them with sustainable livelihoods and preserving their heritage craft, all without compromising their unique brand sensibility. 

Follow them here.

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