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Trunal Sahuji
इस खबर को सुनने के लिये प्ले बटन को दबाएं।
In a significant move bridging sports and fashion, former Indian cricket captain Sourav Ganguly has partnered with Myntra to launch Souragya, a premium ethnic wear brand. The brand draws inspiration from the rich sartorial heritage of Bengal, aiming to offer contemporary interpretations of traditional designs. Launched ahead of the Durga Puja festivities, Souragya seeks to cater to the growing demand for culturally rooted yet modern ethnic wear.
Celebrating Bengal’s Craftsmanship
Souragya’s collection highlights Bengal’s iconic crafts, including Kantha embroidery, Jamdani weaves, and Batik printing. These elements are reimagining througmodern silhouettes, resulting in garments that resonate with both tradition and contemporary aesthetics. The brand offers a diverse range of attire, from kurta sets and sherwanis to mayurpankh dhotis and gamchas, suitable for various occasions such as festivals and weddings.
Design Philosophy and Aesthetics
Ganguly emphasizes that Souragya is more than just a fashion label; it’s a reflection of his deep-rooted love for Indian culture. Firstly designs are crafted to embody qualities of power, sophistication, and timelessness, drawing parallels to his leadership on the cricket field. Secondly brand aims to make traditional Bengali attire relevant to today’s fashion-forward generation, ensuring authenticity while embracing modern design elements.
Availability and Future Plans
Currently, Souragya’s collection is available exclusively on Myntra, leveraging the platform’s extensive reach and design expertise. Thus brand plans to expand its offerings to include women’s wear in the future, with the vision of becoming a comprehensive destination for premium ethnic wear that celebrates Bengal’s artistry.
Sourav Ganguly’s collaboration with Myntra to launch Souragya marks a significant step in merging traditional craftsmanship with contemporary fashion. Therefore celebrating Bengal’s rich cultural heritage, the brand offers consumers a unique blend of authenticity and modernity, making it a noteworthy addition to India’s ethnic wear landscape.
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