Contemporary-cool brand moonray, founded by mother-daughter duo Karishma and Avantika Swali in 2021, has opened its first store in New Delhi. The space done up in softer hues captures the brand's philosophy. If the collections from the moonray stable have an element of experimental-fantasy yet with a feminine core that is fuss-free, the space too is dipped in the same ethos. There's an element of magic. Karishma chatted with t2 about the store and the label's journey so far.
The moonray store looks lovely. What was the idea?
Thank you for your kind words. Moonray’s flagship store in the capital is built to embody the rarity and timelessness of craft while being an evolving space that will continue to grow to a larger format later this year. Invisible and intuitive, the store situated within the Dhan mill compound, is a contemporary oasis with an all-white landscape and amorphous interiors designed in-house by the moonray craft collective. The organic forms create the illusion of weightlessness provoking a contemplative dialogue between contemporary and timeless craft.
Can you take us through the design details?
The design of our flagship store is guided by the philosophies of sustainability and conscious-consumption. Sustainable materials such as hand-coated limestone against terrazzo flooring create a visually calm, biophilic design. The furniture is subtle, seamlessly merging into the background and harmonising with the muted colour scheme. At the heart, sits a laurel fig tree to echo moonray’s profound respect for nature and love for the planet.
Is it a conscious decision on the designers' part to make the experience go above and beyond just shopping?
We wanted our community to experience a hyperphysical immersion into moonray. The store was designed in-house to showcase the virtuosity of Indian handcraftsmanship by transforming them into contemporary, timeless design, set against a multi-sensory store that inspires collective harmony. We carefully consider our materials and work with our production partners to reduce waste, chemicals, and plastics that endanger our planet, people or ecosystems.At moonray, we seek to create change – for craft to be integrated into our everyday lives and for fashion to become a celebration of freedom and culture and to make deeper connections in our inner and outer worlds.
Given you travel so much, what are some of the most beautiful stores that you have been to?
I’m not much of a shopper, to be honest. While I’m travelling, I prefer to spend my time consuming culture through visits to museums and art galleries.
Coming back to the collection, States of Matter, look so dreamy. What is the theme this time?
The moonray spring/summer 2023 collection studies the literal and profound aspects of the states of matter: their unique qualities, innate versatility, and infinite possibilities.There is a poetic beauty in knowing that something can change in form but remain the same at a molecular level; this shapeshifting phenomenon can also be applied to us, human beings. The world may be ever-evolving, but at our core, our deepest natural state, we remain the same.
What has the partnership with daughter Avantika been like?
Moonray began as a collaborative project between me and her. In 2020, we conceptualised the label to showcase excellence in craft through a conscious fashion line for an ever-evolving community. Avantika’s purposeful illustrations coupled with my expertise in craft and global luxury led to the inception of moonray. The partnership with Avantika has been an incredibly fulfilling one. Our collaboration enables us to blend our unique perspectives, creating pieces that seamlessly combine sustainability, innovation and artistic expression to create unique, modern designs.Through education and innovation, we aim to build and cultivate a global curatorial platform to connect extraordinary, underrepresented artists, arts professionals, their communities and peers, with our highly-skilled artisans.
What has the journey been like so far?
The journey so far has been deeply rewarding. The support and enthusiasm we receive from our community inspires us to keep evolving and creating a positive impact.
We are very fortunate that in a short span of time moonray (since its launch in December 2021) has garnered recognition for conscious, craft-based fashion and for building a community across the world, one that appreciates its unique blend of design excellence, craft and inclusivity.Moonray seeks to continue its journey of spreading joy and fostering change through conscious fashion collections that are a celebration of craft and modernity.
What are your expansion plans?
Slowly, but surely, we would love to grow our community worldwide, propelled by universal love and timeless fashion.
You are also associated with the Jai Vakeel Foundation and School now. How are you supporting it?
Marking the occasion of World Disability Day (December 3), the moonray craft collective and the Jai Vakeel Foundation came together with an aligned vision for inclusion. Inspired by the resilience and happiness of the Jai Vakeel children, our co-founder Avantika felt a strong desire to amplify the message of inclusion. As a result, she began illustrating and creating narratives inspired by them, resulting in unique ‘moonchildren’ that serve as a thoughtful reminder to spotlight abilities rather than disabilities. Made from humble scrap fabrics, the moonchildren were designed by Avantika and handcrafted by the enterprising women artisans of the Chanakya School of Craft.The collaboration also spotlighted ‘a seat at the table:’ an immersive art installation which signalled an opportunity to be heard and make a difference. The display featured life-sized versions of the moonchildren: Cai, Maya, Leo, Ray and Nora, all seated at the table, surrounded by objects they love. The visitors were encouraged to sit in the empty chair placed next to the characters, enabling a sense of belonging, inclusion, love and community. Every aspect of the installation was handcrafted by our master artisans. Through a fundraising campaign, we were able to raise significant funds for the Jai Vakeel Foundation.The ability to imagine an all-inclusive world is the beginning of affecting meaningful change. Art has the power to bring that imagination to life and amplify the voices of those unheard. Through excellence in art, we aim to challenge limiting narratives and spark conversation about inclusion at large.
Avantika and Karishma Swali