The designs of gara revivalist and couturier Ashdeen Lilaowala will now appear on high-end carpeting as well as men’s clothing. "We’re honored to be part of this project alongside some of the brightest creative minds in Indian fashion and textiles including Tarun Tahiliani, Anju Modi and Anita Dalmia,” Lilaowala communicated to Parsiana on September 22, 2024 about his collaboration with the 104-year-old carpet company Obeetee Carpets. "They focus on heritage and carrying it forward into the next generation — a vision that aligns with our own.” Lilaowala is known for giving a contemporary twist to traditional Parsi embroidery.
Top row, l and center: Ashdeen’s collection of men’s wear;
r: Ashdeen Lilaowala displayng a carpet from his portfolio;
bottom row: designs for carpets
The four designers are part of Obeetee’s launch of "Viraasat,” "a collection (of carpets) that through its intricacies, tells us what it means to cherish and take forward a legacy, and how we inherit, preserve and pass on stories that resonate beyond the material,” states Obeetee’s press note. "Each piece is meticulously handcrafted by skilled artisans who have perfected their craft over generations… Each designer has added their own layer to this rich collection.” Rudra Chatterjee, chairman of Obeetee Carpets said, "In today’s fast paced world, we wanted to create something that would stand the test of time — both in terms of quality and meaning.”
The collection will be available online and in Obeetee’s stores and "later” in his stores in Bombay and Delhi, said Lilaowala.
When Parsiana observed on Lilaowala’s Instagram feed the occasional male model appearing in embroidered kurtas and jackets in muted shades we requested him to elaborate. "After many requests from our patrons, for the first time ever we’ve introduced a menswear line from the house of Ashdeen in time for the 2024 festive season (Dussehra, Diwali). Kurtas, jackets and bandis inspired by the Parsi gara tradition, hand-embroidered and embellished at our atelier in elegant floral themes,” he communicated.