New Delhi (India), April 1: Label Pratham, celebrated for merging artistic heritage with modern style, proudly announces the expansion of its newest outlet in the distinguished Punjabi Bagh locale of West Delhi. Inspired by Old Delhi’s historic market lanes, the “Katra Pichwai” store reflects the brand’s commitment to harmonising India’s rich textile legacy with contemporary fashion tastes. 

Founded in 2014 by the visionary duo Shweta and Prashant Garg, known affectionately as the Pichwai Couple, Label Pratham has emerged from humble beginnings. With no formal background in fashion design and originating from steel business families, they embarked on their design journey shortly after their marriage in 2004, initially creating sarees for personal enjoyment and family. Their shared passion for art and design intricacies soon led them to professionalise their talent, leading to the inception of Label Pratham. This brand signifies both the beginning and the excellence in the fashion domain.

Label Pratham is a labour of love and commitment, driven by its founders’ genuine desire to infuse the timeless beauty of Indian textile traditions into every piece they create. The brand has distinguished itself by pioneering incorporating the 17th-century Pichwai art form into wearable fashion. This ancient art, celebrated for its intricate depictions of Lord Krishna’s tales, finds new expression in Label Pratham’s sarees, dupattas, lehengas, and jewellery, marrying the traditional with the contemporary.

Over the years, Label Pratham has achieved remarkable milestones, including popularising Pichwai Sarees as a distinguished category within the fashion industry. By integrating Pichwai with other revered art forms and crafts such as Kalamkari, Ajrakh, Jamdani, Paithani, and Aari & Ahir embroideries, Label Pratham ensures that every Indian woman can embody the essence of a diva, adorned in aesthetically rich fashion.

As Label Pratham continues to explore and rejuvenate the art of Pichwai through wearable art, its position as a cherished brand among fashion connoisseurs and households solidify. The recent store opening in Punjabi Bagh, Katra Pichwai, marks another milestone in Label Pratham’s journey, inviting fashion enthusiasts to experience the blend of tradition and innovation that the brand stands for.

Label Pratham remains committed to its vision of bringing the joy of traditional Indian art forms to the forefront of fashion. It ensures every creation is a wearable history made with love, passion, and a deep respect for India’s cultural legacy.

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