The Indian textile house Chanakya International, renowned for its intricate embroidery and collaborations with luxury fashion houses like Dior, Prada, and Fendi, is now launching its own brand: Chorus. Founded by Karishma Swali and her daughter Avantika, Chorus represents a bold step forward for the atelier, transforming its influence into a global brand. This move is a natural progression from their previous label, Moonray, which focused on local Indian markets and showcased their commitment to preserving craft traditions.
Chorus embodies a unique fusion of Indian textile intelligence and contemporary design. The brand's resort 2027 collection, for instance, draws inspiration from the botanical language of Indian chintz and the fluidity of traditional garments like the sari and dhoti. This collection showcases the Swali mother-daughter duo's ability to blend traditional Indian craftsmanship with modern aesthetics.
The timing of Chorus's launch is strategic. As the fashion industry seeks greater inclusivity and diversity, and consumers increasingly value the craftsmanship behind luxury, Chorus positions itself to capitalize on these trends. International sales already account for 40% of its e-commerce business, with strong revenue from the Middle East and the US. This global appeal is further solidified by the brand's partnership with Moda Operandi, a leading online retailer.
Chorus's success lies in its ability to bridge the gap between traditional Indian craftsmanship and contemporary design. The brand's five interconnected channels - ready-to-wear, made-to-measure, café, wellness, and concept - offer a comprehensive experience that caters to a wide range of consumers. The brand's three-level store in a heritage building in Mumbai exemplifies this holistic approach, showcasing clothes alongside interdisciplinary art and sculpture.
The brand's pricing strategy also plays a crucial role in its success. With price points ranging from $420 to $7,200, Chorus offers a unique value proposition that combines textile and embroidery-led design with eveningwear demand. This positioning allows the brand to cater to a diverse range of consumers, from those seeking accessible luxury to those looking for high-end, demi-couture pieces.
Chorus's global expansion is a testament to its strong Indian roots and heritage. The brand's understanding of blending East and West, developed through its decades of experience with Western luxury houses, positions it as a leader in the industry. This unique blend of traditional craftsmanship and modern design is what sets Chorus apart and makes it a brand to watch in the global fashion scene.
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