The New York-based South Asian fashion brand made its NYFW debut in partnership with the retailer, Flying Solo NYC and Product of Culture.
NEW YORK, September 16, 2021 / PRNewswire / – Founder and Designer Megha Rao, and Creative Director Pooja Desai Shah Indo-Western fashion label holiCHIC made its mark at New York Fashion Week in partnership with local retailer Flying Solo. The runway opened with a look that represented the brand and everything it stands for: a traditional Indian saree paired with classic jeans and a t-shirt.
The visual and literal juxtaposition of East and West with a saree against the skyline was a looping moment for the designer. holiCHIC developed well before the official launch of the brand in 2014; Growing up as an Indian-American in New York, Megha rao was faced with the task of learning to embrace the two identities and merge them into one and found it best to express her identity through fashion.
“Many American Indians face the battle of identity to adopt, but seeing it in fashion and on the catwalks gives them the courage to accept both wholeheartedly. We see our culture embraced on the catwalks – it’s not Indian or American, it’s both, ”says founder and designer Megha Rao when she explains how she sees the impact of seeing holiCHIC at NYFW.
holiCHIC announced its retail partnership with Flying Solo in August, where the multi-designer retail store is home to the brand’s bestsellers and latest collections. Every year the retailer holds a fashion show as an opportunity for many small brands they work with to present their next collections to the public – holiCHIC was one of the brands selected to participate in the show. Along with their retail partnership, holiCHIC has partnered with Product of Culture to develop their fashion show. Founded by Archana Misra Jain and Monika sharma, Product of Culture is a collective founded and funded by WOC and dedicated to amplifying South Asian brands and designers. Paired with music and visuals by DJ United States, art by @ManasiArya, Tesher, Jay sean, Payal Kadakia, Richa moorjani and Deepica Mutyala were among the South Asian celebrities, entrepreneurs and influencers to show their support. The fashion label concluded NYFW with an impactful weekend for both the brand and the South Asian community.
Growing up as a first generation American Indian designer Megha rao was constantly inspired by its two contrasting worlds of East and West. This fuse was the driving force behind the creation of its brand, holiCHIC. Inspired by the vibrancy of South Asian culture, their designs are rich in detail, derived from centuries-old Indian artisan techniques, flattering silhouettes, hand-dyed fabrics and intricate hand-made embroidery.
The brand’s mission is to bring South Asian culture to life through the expression of fashion. The label represents a thoughtful movement to create meaningful garments for versatility and longevity. Allowing you to shop in a more sustainable way, building your wardrobe with timeless basics that you can wear season after season.
Notably, holiCHIC has become more than just a fashion brand, bringing together a loyal community of women who have learned to own and embrace their unique identities. For more information, visit holichicbymegha.com or @holichichbymegha on social media.
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SOURCE holiCHIC by Megha