Navratri, a festival celebrated with great pomp and splendor in India, is a testament to the celebration of feminine power and the triumph of the goddess. This nine-night festival revolves around the devotion to the divine feminine, where women and men alike come together to celebrate the goddess’s strength, wisdom, and grace. It’s a time when people revel in the joy of cultural traditions, vibrant colors, and the spirit of togetherness. The Garba festivities during Navratri see men and women dressed to the nines in colorful ethnic wear, moving in rhythmic harmony to the beats of music. It’s a sight to behold, where the essence of femininity is beautifully showcased through the elegance and grace of traditional clothing. This celebration leaves an indelible mark on the hearts of those who partake in it.
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The festival of Navratri is deeply rooted in the cultural fabric of India. It’s a time when communities come alive with the fervor of celebration. The air is filled with the aroma of traditional Indian sweets and the sound of rhythmic music. For nine nights, the goddess is worshiped in her various forms, and the devotion of the people knows no bounds.
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For Shreya Patel, a Chicago-based designer and the creative force behind Always Raas, Navratri became more than just a festival; it became an inspiration. The fusion of feminine strength and the infectious joy of Navratri left a profound impact on her. She was captivated by the unbridled happiness and energy that filled the air during this festive time. It was during Navratri’s Garba celebrations that she found her calling.
Age often defines the limits of one’s aspirations, but Patel was determined to defy those norms. She embarked on her entrepreneurial journey at the age of 51, breaking free from any societal constraints that dictated what she could or couldn’t achieve. She recognized that every woman, regardless of age, possesses immense strength and resilience. Patel firmly believed that age is but a number and that women can chase their dreams at any stage of life.
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Always Raas is more than just a fashion brand; it’s a celebration of the enduring strength and potential of women, a tribute to the essence of Navratri. The brand’s designs beautifully encapsulate the spirit of the festival. Each garment is crafted to make women feel confident, beautiful, and deeply connected to their cultural heritage. It’s about embracing femininity, elegance, and timeless style, allowing every woman to feel like a goddess during the festive season. Raas caters to the “Global Naari,” a world citizen with Indian roots who cherishes her rich ethnic heritage even while living away from her origins. This is a woman who embraces her culture and isn’t afraid to showcase her heritage, transcending borders and creating her unique identity.
At the core of Always Raas lies a deep commitment to sustainability. Patel, the brand’s designer, established her own manufacturing unit to ensure fair wages and a positive working environment for her employees. The brand focuses on social sustainability, crafting garments through hand dyeing instead of digital printing, and handwork instead of machine work, creating more jobs and empowering artisans.
[Read Related: South Asian New York Fashion Week: It’s all About the Community]
Always Raas recently debuted their EZORA collection at South Asian New York Fashion Week, a sustainable and eco-friendly line primarily consisting of modern and traditional silhouettes made from vegan silk. This collection, consisting of garments in vegan silk and a handbag collection, serves two vital purposes: to repurpose garment scraps into long-lasting items and to provide jobs for stay-at-home wives of artisans working in the factory. It’s not just about producing beautiful clothing; it’s about making a positive impact on the world. This initiative empowers these women to become more financially independent while honing their craftsmanship, reflecting the brand’s dedication to social and environmental sustainability.
Always Raas stands as a beacon of empowerment, tradition, and sustainability. Patel’s journey is a testament to Naari Shakti— the power of women, celebrated in every garment created by Always Raas.
All photos are courtesy of Always Raas from this year’s South Asian New York Fashion Week.
