Exclusive Interview with Fashion Label : Myrah

One of my most recent run-ins with an up and coming Indian fashion house, called Myrah which itself means “clothing fit for queens”, really impressed me. It happened in the progress of my prep for attending the Pure London Show slated for mid-February.

Though they are now planning for their foray into the international market, it all began with one woman’s love for shopping and unique eye for fashion and style. Sreetama Ghosh the co-founder of Myrah does not have a formal background in the fashion design, and has actually done her graduation and post-graduation in English Literature! But her passion was scouting local markets from across the world to find distinctive clothes and accessories for herself, friends and family, and that passion is what the foundation of Myrah rests upon today.

Maybe I’m making it sound all too easy. Myrah has become what it is today through a combination of Sree’s fashion skills and her husband’s business acumen. Her partner in crime is Aritra Nandi, a business graduate who tried to forge his wife’s fashion interests with his business sense, coming up with a sustainable entrepreneurial model. So, he developed a plan and disclosed it to his wife, and the rest is history. In Sree’s own words, “Being married to a businessman really gives you a drive, a go-getter vibe. I always wanted to do this, transform my career to suit my passion in shopping for beautiful things. But would I have done it immediately? Not sure. Suddenly, with his support, and ideation, it became a tangible dream.”

And when dreams become a reality, isn’t it just the best and what fuels one to make it an even bigger success because you are doing what you love and enjoy the most? Think about is, ever since its inception just a mere 5 months ago, Myrah has already been invited to and participated in numerous national (Mumbai, Pune, Kochi, Ahmedabad and Jaipur) and international exhibitions like Pure London, Singapore International Shopping Festival. This Bangalore-based venture may soon be reigning in the fashion world in India and maybe even internationally.

Clearly, Myrah is striking a chord with its audience and thus getting such great response from them. And I can completely see why. Their moto is “Perfect Causal Elegance” which translates into some chic clothing for “when you go out for those long brunches, lunches, a day at the park, high tea, a drink at quaint brewery, a coffee date – looking elegant but never overdressed.”

This fashion philosophy simply has to be a hit. It targets the sensibility of the modern consumer who wants to look subtly glamorous in clothes that are comfy, fitted and exclusive. On being asked what Myrah’s USP is, Sree states that “when you shop with Myrah, you are not just picking up pretty clothes, sure that too, but it’s about feeling good about yourself. Feeling at ease with yourself, your body and your self-image. We do not believe in forcing you to wear off the rack, mass-produced clothes that every major brand in the world thinks is the “In Style”. What looks great on a Parisian model needn’t be the perfect dress for you. What an Indian movie actress wears in a random movie portrayal is not really YOU, is it?” No, it isn’t us, and yes, we completely get what this closet therapist means!

Another thing about Myrah which strikes me as very fascinating is that most of their collection is made using Indian fabrics to create western silhouettes. And get this, their Indian attires are truly one-of-a-kind in that no piece will ever be made or sold again. Now that is seriously wonderful. And so, when Sree says that “you need to look good every day, you need comfortable and well-fitted clothes – Myrah understands your needs and takes care of them”, I believe her and agree with her fashion sensibility.

And so, I cannot wait to see Myrah grow from strength to strength and make its name in the fashion world. If you are excited about their clothes too, check out their collection either at their store located in Bangalore (No. 279, 5th Main, 6th Cross Indiranagar, Bangalore-38) or online at www.myrah.co.in and www.facebook.com/myrahthestore.

I look forward to checking out their collection personally at Pure London Show, which is happening in London from Feb 14 – Feb 16, this month. I personally think their exclusive crafted designs is something not be missed at Pure London show this month.