ITV

Tag: Tarun Tahiliani

  • Dr Mansukh Mandaviya unveils Tasva’s Ceremonial Dress for team India at Paris Olympics

    Dr Mansukh Mandaviya unveils Tasva’s Ceremonial Dress for team India at Paris Olympics

    Mumbai: Tasva, the men’s Indian wear brand by Aditya Birla Fashion and Retail Ltd. and celebrated designer Tarun Tahiliani has taken on the prestigious task of designing the ceremonial dress for Team India at the upcoming Paris Olympics 2024. The minister of youth affairs and sports, Dr Mansukh Mandaviya, unveiled the official ceremonial Dress for Team India in the presence of Indian Olympics Association President, Dr PT Usha.

    Tasva is all set to bring to Paris, the fashion capital of the world, its fresh take on Indian traditional wear. The ceremonial attire draws inspiration from the rich cultural tapestry of India and embraces a patriotic spirit reflected in the iconic tricolour palette of saffron, green, and white.

    “We’re incredibly honoured to dress Team India,” Tasva chief design officer Tarun Tahiliani shared at the Kit Unveiling ceremony. “We worked closely with the Indian Olympic Association to create an attire that tells a story about India. The garments are designed to be visually captivating while also ensuring comfort and practicality. As our athletes make their grand entrance on a barge along the Seine for the opening ceremony, the airy, lightweight attire is perfectly suited for the summer warmth of Paris in July.”

    “We want our athletes to walk out on the global stage feeling like they are ambassadors of Indian culture and heritage,” Tahiliani continued. “This is our dream — to see our traditions celebrated and honoured around the world.”

    At the opening ceremony, Team India’s male athletes will wear a kurta bundi set while the female athletes will don an elegant saree with ikat-inspired digitally printed panels in saffron and green, blue buttonholes representing the Ashoka Chakra, with an ivory base which represents peace and unity. The look is completed with modern trainers adorned with traditional Benares brocade, seamlessly blending tradition with contemporary fashion.

    Tarun Tahiliani added, “This ceremonial dress beautifully combines classic Indian style with a modern, athletic touch. The kurta bundi set is crafted from lightweight moss cotton, ensuring breathability and comfort. The saree, a symbol of grace and cultural identity, is reimagined in viscose crepe for a natural drape and breathability, ensuring our athletes feel both elegant and comfortable.”

    Sharath Kamal, who leads the Olympic Men’s Table Tennis team and the flag bearer of Team India at the Paris Olympics expressed, “Putting on this ceremonial dress was a powerful experience. When I looked at myself in the mirror, I felt an overwhelming sense of pride and connection to our heritage. The lightweight fabric just makes it ideal for the occasion.”

    Tasva brand head Ashish Mukul echoed this sentiment: “The official ceremonial dress not only captures the essence of Indian style, it stands as a symbol of national pride and achievement, crafted specifically for those who have earned the honour of representing India on the global stage.”

    Tasva not only celebrates India’s rich cultural heritage but also showcases the country’s modern, dynamic spirit to the world. As the athletes step onto the global stage, they do so in an attire that is a true reflection of the essence of India — timeless, vibrant, and ever-evolving.

  • Tasva and Tarun Tahiliani partner as the ‘official ceremonial dress partner’ for team India at the Paris Olympics 2024

    Tasva and Tarun Tahiliani partner as the ‘official ceremonial dress partner’ for team India at the Paris Olympics 2024

    Mumbai: Tasva, the Indian menswear brand by Aditya Birla Fashion and Retail Ltd. and celebrated designer Tarun Tahiliani, proudly announces its partnership with the Indian Olympic Association (IOA) as the ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024.

    This prestigious collaboration marks a significant milestone in the fashion and sports industries, bringing together the elegance and heritage of Indian fashion with the spirit of global athleticism. As the ‘Official Ceremonial Dress Partner’, Tasva will design and provide exclusive ceremonial attire for the Indian contingent, blending traditional aesthetics with contemporary flair to showcase India’s rich cultural heritage on the world stage.

    Commenting on the partnership, Tasva chief design officer Tarun Tahiliani said, “The aim was to create a look that represents our cultural heritage, incorporates the colours of the Indian flag, and, most importantly, embodies a new, dynamic, agile, and youthful India. We wanted the athletes to feel comfortable yet look formal, with tailored shapes that make them confident as they set out to represent our vibrant country. Tradition is honoured while standing on a global sporting arena.”

    Tasva brand head Ashish Mukul, expressed his excitement about the partnership by stating, “We are honoured to be the ‘Official Ceremonial Dress Partner’ for the Indian team at the Paris Olympics 2024. At Tasva, we believe in celebrating the spirit of India, and this partnership allows us to showcase our rich heritage and contemporary style. We look forward to contributing to the memorable journey of our athletes and feel privileged to support them as they strive for excellence on the world stage.”

    Indian Olympic Association president P. T. Usha commented on the new partnership: “We are delighted to welcome Tasva as our ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024. The elegant designs and commitment to excellence that Tasva embodies will ensure that our athletes not only perform at their best but also represent India with pride and style. We are confident that this collaboration will add a new dimension to the Olympic experience for our team.”

    This collaboration is set to elevate the presence of Indian fashion on a global platform, celebrating the intersection of style, tradition, and sportsmanship. The Indian contingent’s ceremonial attire for the Paris Olympics 2024 promises to be a blend of sophistication, cultural pride, and contemporary design, making a powerful statement on the world stage.

  • TASVA unveils AW 23 collection campaign

    TASVA unveils AW 23 collection campaign

    Mumbai: With Ranbir Kapoor and Ananya Pandey as the brand ambassadors, Tasva unveils Autumn Winter 2023 collection that reimagines the essence of Indian culture and tradition, meticulously redefining the Modern Indian Man. With a splendid union between the visionary couturier Tarun Tahiliani and the consumer powerhouse, Aditya Birla Fashion & Retail Ltd., the brand emerges as a harmonious confluence of heritage, cultural opulence, and the pinnacle of artisanal craftsmanship.

    The collection is a heartfelt tribute to the changing dynamics of men’s fashion in the Indian social landscape. The TV commercial, featuring the brand ambassadors, depicts the playful demeanour that marks wedding festivities today. It breaks the age-old adage of men staying aloof from wedding planning. Instead, it invites grooms to take charge of the most important day of their lives and make choices that reflect the best that they can be.

    Ecstatic at the launch, Kapoor said, “I am absolutely thrilled to be a part of TASVA’s AW campaign as it mirrors a significant change in how urban grooms are now engaging in their wedding preparations. Nowadays, grooms actively participate in every facet of the wedding, from overall planning to selecting their attire as carefully as the bride. I am excited to be representing a brand that aligns with the preferences of discerning modern Indian grooms.” Inspired by India’s architectural marvels and its breathtaking natural beauty, this collection unfolds a captivating narrative adorned with a plethora of architectural, floral, and fauna motifs.

    Perfectly summarising the ethos of the collection, Pandey said, “TASVA is a brand that mirrors the changing role of today’s grooms. It’s refreshing to witness this paradigm shift towards a modern perspective on weddings which I believe is elegantly depicted in this film from the bride’s lens.”

    In true Tahiliani fashion, this collection gracefully melds the heritage of traditional aesthetics with the fluid lines of contemporary design. With an admirable commitment to affordability and accessibility, this collection caters to a diverse clientele. “Ranbir and Ananya, with their great on-screen chemistry, perfectly portray today’s young generation which is increasingly taking charge while staying true to their roots. The campaign is a continuation of TASVA’s commitment to and celebration of the modern Indian man, who has redefined how he sees himself. Whether in marriage or in life, comfort, quality, and a joie de vivre must go together. He wants to have fun and we at Tasva are committed to bringing him clothes that can do just that” said Tahiliani.

    This wedding season, imbue your wardrobe with the effortless charm of Tasva’s breezy kurta sets and the impeccable tailoring of their sherwanis and achkans. From versatile Indo-western ensembles to chic dinner jackets, there is a garment for every taste and occasion.

    Delighted with the collection campaign launch, brand head Ashish Mukul said, “Over the last year, Tasva has created a strong customer connect with its best-in-class product offering and unique store experience for Men’s Indian wear buyers. We have an exquisite range across festive occasions & wedding wear apparel and accessories for Men. We believe we are the go-to choice for the Global Indian man looking for designer wedding wear at affordable prices.”

  • Aditya Birla Group’s Tasva unshackles Indian groom from social codes of conduct in new campaign

    Aditya Birla Group’s Tasva unshackles Indian groom from social codes of conduct in new campaign

    Mumbai: Tasva, a new men’s ethnic wear brand by Tarun Tahiliani and Aditya Birla Group has launched its latest campaign ‘Sada Mast Raho.’ The campaign, conceptualised by Taproot Dentsu, the creative agency from dentsu India, challenges the social code of conduct prescribed for the groom at his wedding. 

    When it comes to ready-to-wear wedding wear, Men’s fashion in India is limited in style, fits and quality. Besides, in India, the choice of the groom’s outfit is often a consensus between his mother, sister or bride-to-be, if not more. Often the grooms find their style and taste compromised and their expression confined when it comes to their wedding, said the statement.

    The film, directed by Shai and produced by Rudra of Jungle Production House, seeks to be a war cry against this compromise and urges grooms to be themselves, more so on the most important day of their life. It showcases a scene from a typical wedding reception, where the photographer is instructing the bride and groom to pose for the wedding album kind of photos. The creative takes a dig at the typical ways a groom must behave in a function such as posing for photos, standing upright and looking like a royal mannequin, being traditional in greeting his elders and dressing a certain way that may not suit his personality.

    The film depicts the Tasva groom, on the contrary, as being liberated from these chains of social codes and true to his character, taking the wedding by storm. He is comfortable and expressive in his outfit and his skin, so much so that he even joins the band singing, ‘Fursat Na Dekho, Mahurat Na Dekho, Sada Mast Raho.’

    “When you see the advertising in this segment, it all seems rather serious. The way a man poses after wearing traditional Indian wear, it seems like he is on to saving the world. He is standing upright and has this piercing look into the camera,” said Taproot Dentsu Gurgaon creative head Titus Upputuru, who has also contributed to writing the jingle’s lyrics.

    He added, “Also when it comes to weddings, ‘sada sukhi raho’, ‘sada suhagan raho’ (to the bride), etc. are the usual blessings that are given. We said let’s change the conversation because the young men who have marriage on their minds aren’t suddenly turning into these very serious men. It is their big day and they still want to have a good time. That’s why we wrote ‘Sada Mast Raho’. It was wonderful to partner Tarun Tahiliani. I love his sensibilities and the finesse that he has brought into the garment is pure genius,”.

    Speaking on the campaign, Tarun Tahiliani said, “The spirit of Tasva i.e ‘the best of self’ can not be expressed in jaded, forced portraits but must be expressed in the current possibilities – of movement, freedom and self-expression. The film beautifully captures this in the digital age. And our garments are also young, tailored, sculpted but designed for fit and movement – a light, cool breeze – Sada Mast Raho.”

    “Men today have very clear preferences with respect to their attire and are using self-grooming and dressing as means to express their true personalities. But when it comes to Indian wear, they are somewhat at a loss due to lack of options, unlike in western wear,” stated Taproot Dentsu Gurgaon head Abhinav Kaushik. “With Tasva, we aim to widen their range of choices and encourage that natural self-expression and exuberance even in Indian wear. This campaign is an absolutely refreshing way to break the seriousness that comes with ethnic wear.”

  • Obeetee launches ‘Add Life To Your Home’ campaign with various artists

    Obeetee launches ‘Add Life To Your Home’ campaign with various artists

    Mumbai: Homegrown handloom company Obeetee has launched the ‘Add Life To Your Home’ campaign to further the idea that Obeetee carpets belong in every home in the and are for everyone.

    The brand has joined hands with celebrated artists from different fields such as actors Dia Mirza and Jim Sarbh, architect Sanjay Puri, designer Tarun Tahiliani, and musicians Amaan Ali Bangash and Ayaan Ali Bangash. 

    The brand campaign showcases these celebs in their own elements and how they elevate their surroundings with Obeetee carpets.

    “We are thrilled to announce our debut digital campaign. It is the little things that truly add meaning and value to the monotony of everyday life and Obeetee helps you do that,” said Obeetee retail CEO Angelique Dhama. “Obeetee rugs are made as a result of a wide array of inspirations and visions, each of our collections aims to embody something different. With Obeetee, there is something for everyone to love and that is what we aim to showcase with this campaign. We are honoured to join hands with such esteemed artists to help us spread this message in the most natural and awe-inspiring way.”

  • Condé Nast India, Myntra, TLC, Discovery Plus join hands for a cause

    Condé Nast India, Myntra, TLC, Discovery Plus join hands for a cause

    NEW DELHI: Condé Nast India announces the launch of ‘Behind the Mask’, a mammoth, multilayered social awareness campaign with Myntra, helmed by a five-episode video series, to be showcased on TLC, TLC HD and Discovery Plus with a call-to-action that benefits Indian karigars (craftspeople). These videos ‘unmask’ five of India’s leading fashion designers – Manish Malhotra, Anita Dongre, Tarun Tahiliani, Gaurav Gupta and Rahul Mishra on film, giving us an intimate peek into their lives during the pandemic. In these episodes, each designer also creates a prototype of a mask using elements from Indian art and culture, based on the current times. These designs then serve as inspiration for five unique mask collections, each an ode to a craft or a community. Myntra will be offering an assortment of 34 styles and 20 designs that will be available in packs of one, four, five and 20.

    Condé Nast India managing director Alex Kuruvilla elaborates, “Behind the Mask’ is one of the most ambitious projects we’ve ever undertaken. From video concept and production to packaging and product design to bringing on board multiple partners, this activity was entirely orchestrated by Condé Nast India during the lockdown, managed remotely by multiple stakeholders. Our objective is twofold: to promote the wearing of masks, and to raise funds for the karigars (artisans) who tirelessly work behind the scenes of the Indian textile industry and are among those worst hit by the pandemic. This initiative achieves the first objective by mass-producing masks inspired by the designers’ prototypes. And it raises funds by donating all profits from the sales of these masks to GiveIndia—all this while creating great content that is at the core of Condé Nast India’s legacy.”

    This is also the first time two Condé Nast India titles, Vogue and GQ, have joined forces for a campaign of this scale. What makes this project interesting is the extent of collaboration required to pull it off, especially since it was entirely produced in the era of lockdown and self-isolation where nothing but the “essential” was permitted. The making of the video series is a case study in itself, with everything from conceptualising to scripting and shooting done remotely, with help from the designers’ loved ones who happily agreed to play co-filmmakers. Using mobile phones and digital cameras, with extensive notes from the director and DOP and briefings over video calls, the team managed to pull off these videos, that too in broadcast specifications.

    To execute this project, Condé Nast India brought onboard Myntra to produce and sell the masks, TLC, TLC HD to broadcast and Discovery Plus to stream the episodes, and GiveIndia to ensure the profits from the sales reach the right NGOs.

    Myntra CEO Amar Nagaram added, “Behind the Mask’ is an extraordinary initiative, a coming together of enthusiastic and dedicated folks for a common, but the profound cause. We wholeheartedly appreciate the efforts of Condé Nast and are proud to be a part of this ‘one-of-a-kind’ association. Our wide shopper base and reach will enable these masks, inspired by the concepts of India’s leading fashions designers, to reach millions of consumers across the country, thereby supporting this fundraiser campaign in a big way.”

    Discovery Managing Director south Asia- Megha Tata said, “Given the pandemic, there is a need for various stakeholders to come together for the larger good of society. This cause led initiative has the potential to engage audiences in a very endearing way and leave an indelible mark on the audiences. We are proud to have played our part in supporting Kaarigars and remain committed to support such meaningful initiatives in the future as well.”

    GiveIndia President Ashok Kumar ER says: "Our crafts artisans represent the backbone of India's rich heritage and these have been extremely challenging times for them. So we are very grateful that through this partnership Condé Nast India will not only support the karigars but also highlight the crucial role they play in the textile industry. For those of us continuing to stay safe at home, 'Behind The Mask' also acts as a reminder not to take the lives of those less fortunate for granted. Since mid-March GiveIndia has been supporting communities worst-hit by the COVID2019 crisis through our India COVID Response Fund, having disbursed Rs 114+ crore so far. And we welcome Condé Nast India's contribution."

    The episodes will be streamed on the Myntra app on 12 August 2020 and aired on TLC and TLC HD and streamed on Discovery + on 17 August/18 August 2020. The masks will be available for sale on Myntra from 12 August onwards.

    To buy the masks go to www.myntra.com