Raasleela was founded in 2015 by Sonali R. Agarwal, an alumni of Pearl Academy of Fashion, New Delhi.
From the designer-
” Raasleela was founded out of my love for Indian fabrics and my innate need to quirk it up. It was founded for my need to wear modern clothing in breathable fabrics and the huge lapse in Indian market of making such product. It was also founded to take the traditional Indian crafts and put it on the map.
I would love for all the women to get up, take notice of our rich heritage and wear it proudly”
Lets get up close and personal as the designer talks about the Lebel
# How did it all started? And about the label?
** Raasleela, is a metaphor for playful and happy clothing. It was started for the modern woman, who is fun, experimental and confident. For the woman, who is rooted in her personal values and liberal in her thoughts.
The label at its soul, if full of love for all things Desi . We try to do our part in promoting traditional crafts of India and work directly with printers and weavers, so they get fair wages. You will always find an Indian craft highlighting in all our clothing.
Our design philosophy revolves around the idea of minimalism, clean cuts and relaxed silhouettes, in pure fabrics.
We believe in all things handmade and handcrafted. We do limited pieces as they are not produced by machines, in bulk.
# Inspiration behind it?
** Modern Indian Woman- embracing tradition with individuality.
# What trends are followed by label?
** We do not follow any trends- we make classic clothes with modern twist in quality fabric- which will last a few years, sustainable in both quality and trends. However we do follow color forecasts.
# How frequently the collection is re-vamped?
** We come up with a new collection every 2-3 months.
# What is the signature style?
** Comfortable, classic, modern. We are making our native fabric/ crafts are own again.
# Does the collection retains the Indian flavor?
** Absolutely. We use only native fabrics/ textiles and crafts. Each collection will have atleast one Indian element, if not more, in terms of fabric/ embroidery/ prints etc.
# What all market is covered by the label. (eg boutique/online)
** We have a physical studio in Delhi and we are expanding extensively online. Raasleela has its own website and we are also retailing through major e-portals.
# Apart from an outlet, is the label goes on tour? (events and exhibitions)
** Yes, we do take parts in exhibitions, once or twice in an year.
# What kind of clients does the label cover. What kind of audience is targeted? Major client group like age or budget.
** Our audience is modern indian woman- somebody who likes to retain our culture and wear it proudly in a modern, fun setting. Our clothes are also extremely comfortable to be in since we use ZERO synthetic fabrics or dyes. Age group is primarily between 27- 60 years. Price starts from 2500/-
# What is the next collection or launch by the label?
**We are hoping to launch our festive collection by May2017 and we are also launching an adorable little girls clothing very soon.- Raasleela Tiny
# What is your take on fashion meets technology? Online market and all.
**Online market is our present and future- we are expanding majorly into digital sale and extensively doing social media marketing. Its a very powerful medium and also an essential one to reach all your target audience throughout the country, and the world. Raasleela ships internationally.
# What is your take on changing trends and globalization of Indian Fashion.
** Although we do not believe in changing trends, we do keep an eye out for any new and exciting designs happening. Fashion is an industry where you have to keep reinventing yourself and watching our contemporaries and seniors is a fantastic way to learn and appreciate the new.
Its fantastic to see so many Indian designers taking global fashion scene by storm- and even better to see how they retain our beautiful culture and its complexities in their designs.
# What is your go to outfit on a normal day?
** A cotton maxi or my current favorite- shirt dresses
# What will be your personal style be? Your favorite look?
** Minimal and comfortable, a cotton kurta with loose pants
# Dressing tips for this summer-
** Invest in fine quality cotton pieces, they will make summers much easier. Its a myth that cotton should be cheap and shiny looking fabrics are acceptable if expensive. Wear fun, loose kurtas and dresses, team them up with scarves to jazz up the outfit and wear them up with kohlapuris and a smile