Jamdani, a weaving technique that has traversed generations, creating ethereal, airy drapes poetically described as ‘baftnama’— the woven wind, embodying history, stories, and a cultural amalgamation that mirrors the rich tapestry of life in the Indian subcontinent. Today this centuries-old craft inspired the eponymous collection ‘Jamdani’ through TARINA, a thirty-year old brand that is reinventing cool, contemporary clothing in its re-launched iteration.
From the intricate geometries of the weaves to the delicate muslin textures, Jamdani reflects a harmony of skills and mathematical precision. The weavers' dedication is woven into each thread, as they meticulously replicate techniques, patterns, and motifs passed down through generations. Designer Tarina Sen’s endeavour to break free from stereotypes and infuse fresh styles and designs stands as a testament to her reverence for the craft's heritage.
Tarina’s own journey as a designer is beyond inspiring and truly reflective of the often choppy career trajectories of so many Indian women— she has persisted in her career in design, guided and informed as she says by ‘love’. Love for family, love for the aesthetic, love for work and love for the sheer joy of creation, of seeing the visions in her mind transform into fabulous clothes that adorn so many strong, radiant women like her. Women choosing elegant, beautifully made, practical clothing as they go about the task of carrying out their life's work with intelligence, good humour and a good deal of sass! Tarina’s favourite quote, from one of her chief inspirations, Maya Angelou’s ‘Letter To My Daughter’ best describes her trajectory— ‘I can be changed by what happens to me. But I refuse to be reduced by it’. Co-incidentally this is truly reflective of TARINA, as an integral part of the team at TARINA, is her daughter who left a promising corporate career to join her mother in creating an apparel brand that works for women across ages and demographics.
Tarina finds inspiration in the unlikeliest of things—from an entire collection inspired by the multi-layered shading and prismatic hues of the hibiscus; to the unusual and exquisite shades in a colour pencil box at the local stationery store, to a particular fun pair of shoes—Tarina is redefining the idea that inspiration has to be something serious or high-flown! Sometimes the greatest of ideas come from the mundane. In the case of this collection, the inspiration was closer home, the sight of her mother-in-law gracefully draping Jamdani Dhakai sarees sparked a journey of commitment to preserving and reimagining this craft.
Her clothes are sleek, beautifully crafted, and eminently wearable. The collection JAMDANI runs the gamut from swing dresses that move with the wearer to tailored, belted co-ord sets with asymmetric jamdani borders, that look just at home on safari as they do in the boardroom. Flowy peasant-style ruffled dresses in pop colours, or in Barbie-pink gingham are given an edge with an exquisite jamdani border, the vivid floral motifs adding an ineffably chic quotient to a dress that goes from picnic to party and back! The breathable, natural fabrics from denim to silk celebrate the gorgeous, varying textures of nature and are contrast beautifully with the warp and weft of the jamdani weave, stunning motifs that are paradoxically geometric and nature-inspired. The wearer is most definitely 'that girl'—one who celebrates comfort with a fabulous side of fierce, who prioritizes sustainability and heirloom pieces over fast fashion. Tarina herself describes all her pieces as timeless, she says with pride that customers who have bought her pieces twenty years ago still wear them, with a vibe as eternally contemporary as ever.
Empowering Communities
Beyond crafting exquisite garments, TARINA is dedicated to sustainability and preserving traditional skills. TARINA collaborates with weavers across villages in Bengal, while establishing their own karkhaana in Bhubhaneshwar, Odisha to ensure that this cherished craft endures.
Tarina Sen's journey, marked by love, resilience, and an unyielding commitment to her craft, shapes TARINA; where every piece of clothing is an ode to the juxtaposition of sustainable traditions with contemporary silhouettes, and a celebration of the incandescent intelligence and extraordinary strength of the modern feminine.
You can follow TARINA on Instagram at TARINA (@tarina.in) • Instagram photos and videos. TARINA will be launching its website soon https://www.tarina.in. For enquiries, you may call: +91-9938887871 or connect@tarina.in
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