- #HGWORLD
- #HGCREATORS
- #HGEXPLORE
- #HGVOICES
- #HGSHOP
- CAREERS
- ABOUT US
- CONTACT US
In the glitzy landscapes of the 80s West, disco balls, neon lights, and extravagant hairdos defined an era of bold self-expression. However, amidst our fascination with this flamboyant Western culture, the unique visual trends of India's own 80s remain obscured. Erode, a cultural luxury brand, steps forward as a poignant reminder that the erosion of heritage is not confined to physical landscapes but extends to our intangible cultural legacy.
Erode challenges the conventional, celebrating a non-traditionalist perspective that breaks free from rigid tailoring norms and defies gender stereotypes. Their ethos centers around innovation and individuality, urging individuals to fearlessly express themselves. The brand's deep antipathy towards mass production and fast fashion is evident in their mission to discover a new identity through skillful blending of bold silhouette patterns.
The latest collection, a collaboration with Tamil Canadian artist Shan Vincent de Paul, pays homage to the timeless legacy of Jamakkalam fabric and its artisans. More than just a textile product, Jamakkalam is a tradition that is two centuries old reflecting the rich craftsmanship In Tamil culture, where they are used in weddings, mosque prayers, and many auspicious occasions. But slowly yet steadily, it’s relevance to the changing world is declining, This special release delves into the 'bad boy' era of the 80s, a revolutionary force in both music and fashion, characterized by wild hair, audacious outfits, and heavy makeup.
The featured pieces from the collection are not just garments; they are stories woven into the chaotic yet colorful backdrop of Mumbai. 'Drifter's Escape', wide-legged denim pants, showcases a motif with 3D effects, reflecting the power of self-expression. 'Power to Soul', a halter neck dress in Jamakkalam fabric, combines sophistication with flair, embodying the cultural legacy of Tamil Nadu. 'Earth Blues', a reversible denim blazer, meticulously ties together the top and bottom halves with scrupulously placed ties and button closures. 'Burning Desire', a bright orange twill blazer, boasts vintage-inspired lapels and a Jamakkalam shawl collar, reflecting the brand's commitment to preserving cultural roots.
Erode's latest collection is not just a fashion statement; it's a testament to the power of preserving cultural heritage in a rapidly changing world. Each garment tells a story, echoing the rhythm of the streets and challenging the norms of the fashion industry.
Check out the new collection here.
