With a design vocabulary consisting of Gota Patti, Dori embroidery, and block-printing, Devnaagri’s designs weave a story of tradition, heritage, and craftsmanship. Infusing their artful designs with time-honoured techniques and silhouettes, the label’s creations spotlight India’s rich artisanal culture. Keep reading as the duo, Priyanka Jain and Kavita Jain, dive deeper into their design philosophy, the importance of quality craftsmanship, and their decision to venture into menswear.

FL: Devnaagri is celebrated for its use of intricate craftsmanship and attention to detail. Can you share some insights into the techniques employed in creating your exquisite pieces? 

KJ: When we bring an outfit in form, much of our work involves intricate hand embroidery, where skilled artisans meticulously stitch delicate patterns onto the fabric. A great emphasis is placed on selecting high-quality fabrics as the foundation of our garments, such as luxurious silks, chanderi, rich velvets, or fine cotton. Our pieces feature custom fabric textures, block prints, and embellishments, which are meticulously done to complement the design aesthetic. Each garment begins with the creation of a precise pattern, ensuring a perfect fit and silhouette. Our skilled tailors bring these patterns to life, using traditional sewing techniques passed down through generations to create garments of exceptional quality and craftsmanship.

FL: Devnaagri is renowned for its exquisite ethnic wear for women. What prompted your decision to venture into menswear?

PJ: Venturing into menswear was a natural evolution for Devnaagri, driven by a desire to cater to the diverse sartorial needs of our clientele. Over time, we noticed a growing demand from our customers for menswear options that reflected the same level of quality, craftsmanship, and design aesthetic as our women’s collections. Exploring menswear offered us a new creative canvas to express our design vision and experiment with innovative silhouettes, textiles, and embellishments. Overall, the decision to venture into menswear was driven by a combination of customer feedback, creative exploration, market opportunity, and a commitment to offering comprehensive, high-quality ethnic wear solutions for both men and women. 

We believe that it’s the subtle nuances – the intricacy of a handwoven motif, the richness of a textured fabric – that truly elevate our creations and celebrate Indian textiles.

Priyanka Jain, Designer and Co-founder

FL: As a designer duo, how do you collaborate to bring your distinct visions together seamlessly? 

KJ: Collaborating as a designer duo at Devnaagri is a harmonious process that involves merging our distinct visions to create cohesive collections that reflect the essence of our brand. Despite having our individual design sensibilities, we share a common vision for Devnaagri. We believe in open communication, which ensures that we are always on the same page and allows us to brainstorm creative solutions together. We work together to oversee every aspect of the design process, from fabric selection to garment construction, ensuring that each piece meets our collective vision and reflects the meticulous attention to detail that defines Devnaagri.

FL: In terms of the role of storytelling in your design process, how do you draw inspiration from cultural motifs, narratives, or personal experiences to infuse meaning into your creations?

PJ: Storytelling plays a pivotal role in our design process at Devnaagri, serving as a source of inspiration that infuses meaning and depth into our creations. We draw inspiration from the rich tapestry of Indian culture, including traditional motifs, artisanal techniques, and historical narratives. Each collection at Devnaagri is built around a central narrative theme or concept. Whether it’s exploring the poetry of nature, celebrating the spirit of festivity, or paying homage to a specific cultural heritage, these narratives provide a framework for our creative expression and storytelling. 

FL: What can we expect from Devnaagri in the future? Are there any upcoming collections or projects you’d like to share with our readers?

KJ: Moving forward, we at Devnaagri, aim to continue exploring innovative design techniques while staying true to our roots. We are always working on design innovations, and we are currently working on our festive collection for the coming season. One major milestone for us was our flagship store opening last year, and we look forward to building more such foundations in the future. By embracing creativity and pushing boundaries, we hope to inspire a new generation of conscious consumers who appreciate the harmony between fashion and cultural heritage.