Homegrown Label 'Whirling Dervish' Embraces Individuality Through Non-Conformist Luxury

From fringes and studded details to fabrics like velvet and suede, all in lush hues that transport you to a time of Bohemian revelry, Whirling Dervish, a fashion label founded in 2019 by textile designer Khushboo Chandna, epitomizes the spirit of individuality and artistic expression. Based in Ahmedabad, the brand, according to its website, draws inspiration from the Sufi concept of the ‘Whirling Dervish,’ which symbolizes freedom, self-expression, and peace. Like the Sufis who dance to their unique rhythm, the founder wanted to craft designs that reflect her personal journey - through offbeat prints, unique silhouettes, and design innovation.  

When we look closer, the heart of Whirling Dervish as a label is abstract prints, a play on textures, and a commitment to cruelty-free craftsmanship. The brand’s signature pieces - hand-crafted faux-suede bags - are designed to emphasise functionality and style, catering to various needs and occasions. The attire from Whirling Dervish is also trans-seasonal, morphing from being staples from summer through winter. But perhaps the essence of the brand truly lies in its celebration of imperfection that is embraced by those who are in a ‘Bohemian’ state of mind. The frayed edges on tops, the undone finish of the brass studs on the bags, and the clashing prints, all create a ‘luxurious bohemian’ aesthetic; where every product feels like a timeless piece of art, beautifully reflecting the wearer’s individuality and sensibilities. 

The founder Khushboo further has shared her design philosophy on the website, and how it is rooted in her experience as a NIFT graduate and her love for translating elements like Farsi script, digital prints, and sustainable fabrics into abstract, unconventional forms. Her journey through various textile mills, export houses, and startups, and her surface explorations with varying materials has informed her creative direction, leading to the creation of designs that are both luxurious and deeply personal. With its unique blend of earthy tones, crafting polished Bohemian aesthetic attire, and a focus on individuality, Whirling Dervish is a homegrown fashion brand right up the alley for all those who love to truly experiment and explore design realms, through their personal style. 

Follow Whirling Dervish here.

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