FabIndia expands Chikankari offering with new womenswear line

Fashion and lifestyle brand FabIndia has expanded its Chikankari offering with the launch of its new womenswear line titled ‘Song of Spring.’ The brand had also used artificial intelligence to create its new campaign for the line. 

“The Song of Spring is more than a campaign; it is a tribute to the hands that sustain India’s textile traditions,” said a FabIndia spokesperson in a press release. “By honouring its floral essence and displaying its intricate threadwork, we wanted to express the finery of Chikankari beyond the garment and celebrate its inspiration. Including AI crafted floral elements in the campaign visuals that accentuate the craft has brought a fresh perspective to the craft”, 

The new collection is designed to offer contemporary interpretations of the traditional hand-embroidery craft. Featuring kurtas, dupattas, and embroidered tunics, the collection is crafted in cottons and silks, with a palette of earthy pastels and floral tones.

Chikankari, which traces its origins to the early 17th century, uses over 32 types of stitches. Garments in the collection feature techniques such as bakhiya, phanda, and jaali, each adding texture to paired down looks. The collection is now available at FabIndia’s brick-and-mortar outlets across India and on its direct to customer e-commerce store, with each garment marked by a ‘Craftmark Tag’ to signify authentic handcraftsmanship.