In Bengali, the word ‘shoi’ has a profound significance, representing the cherished bond between women and their closest female confidantes. Also, the concept of ‘shoi-patano’ translating to ‘forming friendship’, holds significance as it represents the act of developing deep and meaningful friendships between women. Homegrown ethnic fashion label Ummaira’s Durga Puja collection, Shoi, pays homage to this treasured concept, crafting a line of saris that symbolises the sacred connections among women. For this, Ummaira selected women from four distinct age groups — 20s, 30s, 40s and 50s, and it seeks to showcase how these connections transcend time and age, nurturing unwavering support, boundless inspiration, and indomitable strength.
“In the heart of Bengali culture, ‘Shoi’ is not just a word, it is the embodiment of the profound and enduring friendships that women share, transcending time and generations. It represents the pure and unbreakable thread of love, trust, and shared experiences that unite us as women. Through our Puja collection, Shoi, we pay homage to this cherished concept, crafting saris that symbolise the sacred connections among women, where the threads of friendship are intricately woven into the very fabric of our lives,” said Debaroopa Bhattacharya, founder, Ummaira.