A brand that has come into its own for its transparency and its dedicated work with artisans, Aroka has revealed an inclusive collection of menswear and womenswear called ‘What-If’. The collection is the brand’s attempt to shatter the conventional boundaries of fashion that are focused on perfection to create raw, unfiltered pieces that emerge from the chaos and give rise to creative inspiration and innovation.
According to the brand, 'What-if' is not just another fashion collection; it's a journey through the very soul of Aroka, where transparency and authenticity reign supreme.” For them, the collection is a reflection of their commitment to consciousness and story. The collection showcases the complex back and forth between machines, artisans and differing creatives that are part of building a collection.
Featuring neutral caramel browns, rich teal blues and warm greys, the collection exudes understated sophistication and versatility. There are occasional pops of red that punctuate the collection with vibrancy and passion. The collaborative energy is further cemented by the campaign shoot captured masterfully by photographer Soujit Das, styled by the brand’s creative director and co-founder Shweta Agarwal and accented by the makeup and hair skills of Krisaan Figueiredo. In the brand’s own words, “The images artfully carve out the rawness of our culture and the way we carry out every process from making the outfits to the beautifully designed pieces made by our artisans. There is no filter whatsoever; it's an open, honest portrayal of our commitment to practices conducted in our workshop.”
In the world of Aroka, imperfections aren't flaws but the very avenue that lets in the light. Inspired by the Sanskrit word "Āroka," meaning light shining through woven cloth, founders Shweta Agarwal and Karan Ahuja infuse their ready-to-wear collections with a celebration of life's myriad imperfections. “Blessed are the cracked, for they shall let in the light,” a notion that is positioned front and centre by the brand, echoes throughout their creations urging one to wear your heart on your sleeve and your identity, memories and dreams on your body as well - flaws and all.
In 2019, Shweta and Karan launched Āroka as a slow fashion venture, intertwining emotions, ethical practices, and social consciousness. Recognized by major publications, Āroka has become a symbol of empowerment for artisans, featuring in 10+ multi-designer stores globally.
“Passionate about creating and growing a community,” says the duo, “our mission is to empower artisans and raise awareness about societal issues.” Their clothing redefines the basics, mixing materials and styles with an artistic touch. From layered textures to distressed looks, each piece tells a story and serves as armour for the wearer. With collections that transcend seasons and embrace all bodies, Āroka is not just a brand—it's a movement. As Shweta and Karan put it, “We build upon the imperfections to become a whole, plaid the pieces to an ensemble.”
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