Founded by Naushaba Brohi, Inaaya derives it’s identity from the Arabic word for empathy. The label was envisioned and launched as a shopping platform for the global trade of handmade artisan products. With a current focus on South Asia, skilled rural women are commissioned to produce handmade ethnic fabrics and home furnishings that are then interpreted through a contemporary fashion lens and brought to life by Naushaba.
The purpose behind this venture is to keep alive the unique gift of craft and sense of ethnicity rooted in local villages and restore the connect between urban and rural. In fact the art of 'rilli' and 'tukri' techniques is now in constantly growing fashion demand in commercial cities due to the efforts of labels such as Inaaya.
Inaaya incorporates these one of a kind limited run designs into modern day pret for the everyday woman who has a sense of pride in her roots. Most recently the label debuted at 'Liminal' at FPW6 S/S'14; a staggering display of saris, lehngas, and western wear separates using rilli and mirror work inserts on net, suit materials, cotton, and metallic textured fabrics.
Only a couple of years into the fashion fraternity, Inaaya is growing at an excellent pace with its pret designs currently stocked at Ensemble and custom wear available on order. Visit our Events Calendar
to stay updated with latest exhibitions and collection reviews.