CHIFFONS, zaris and brocades... the richness of Indian fabrics was on full display at Pure Allure 2009, a glittering fashion extravaganza featuring festive designs in vibrant colours to usher in the Diwali mood.
Fuschia, black and deep reds were the theme colours of this year’s pre-Diwali fashion show by Pure Earth. A highlight of the event was show stopper Simran Kaur, Miss India Universe 2008, who sashayed down the catwalk, dazzling the audience with a range of shimmering, sequinned saris and delicate, embroidered chiffons.
On hand to inaugurate the event was Ms Joy Balakrishnan, wife of Minister Vivian Balakrishnan and a Pure Earth customer, who impressed the audience in her elegant red chiffon sari.
Pure Earth is an ethnic-inspired, fusion and contemporary wear company started by Ms Rashmi Gogna nearly seven years ago. From humble beginnings out of her living room, the brand has carved a niche for itself as a fashion label that is influenced by traditional Indian techniques such as tie and dye, block printing and mirror work... with a final look that is modern and contemporary.
For Pure Earth, Diwali is always a special time of the year when
Ms Gogna can showcase both her traditional and fusion wear. This year’s Diwali collection focused on classic, timeless pieces influenced by tie and dye and block prints. Pure Earth also launched its newest line, Ambika, to ring in the festive season.
“Ambika is all about celebrating traditions,” says Ms Gogna. “It showcases classic Indian ensembles handcrafted by traditional artisans using age-old techniques.”
She hopes that her range of apparel, produced in her factory in India, will help introduce the Singaporean community to the richness of Indian fabrics.
“Pure Earth’s collection is about the global community embracing our cultural diversity,” she says. “But it’s not a culture steeped in the past. It brings together the past and the present. What’s unique about Pure Earth is that nothing is mass-produced. Each piece is hand-made.”
Pure Earth was recognised in 2006 when Ms Gogna was presented the Spirit of Enterprise Award. Her range was also featured in the 2007 Singapore Fashion Week.
Pure Earth’s latest collection is available at its outlets in Centrepoint, Holland Road Shopping Centre and Tanglin Mall. Go to www. pureearth.com.sg for more details.
