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Tag: Tasva

  • 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.

  • 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.”