Amrika – Introducing Indo Western Wear to the UK

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Amrika takes pride in creating a truly unique, unparalleled and trend inspired Indo-Western collection. Working with leading designers of India and Pakistan, stocking the most sought after labels and emerging brands, creativity and individuality is at the heart of our brand philosophy.

Team Amrika is so excited to share our discoveries of Indian designer fashion with the world! Challenging the social stereotype attached with traditional Indian wear we have uncovered a unique pocket of creativity and innovation, along with the incredible work of the designers, we are closing the global gaps in international fashion.

Founder and Director, Jackie Bansal Nandhra, began her journey through fashion working with high-end western fashion houses such as Jimmy Choo, Yves Saint Laurent, Christian Louboutin and Alexander McQueen (with Lee, the man himself). Over the many years a love and passion for quality, luxury and trend-setting pieces has been engrained in her. Possessing an eye for detail, and well versed in the language of fashion, she noticed a real window of unrealised and emerging luxury coming through from designers in India.
In her pursuit of all things luxury, beautiful and style which is not so mainstream, in 2014 she decided to create a platform to house multi designer brands under one roof, offering clients and shoppers an exclusive shopping experience, enabling them to view, try on and take home exotic designs without the trouble of having to get a visa!

Curating contemporary, western cuts and silhouettes, combined with exotic prints, embroideries and fabrics Amrika is the luxury multi-brand store for your Indo-Western wardrobe, and for that something ‘different’!
Bold enough to stand-out and present the design talents coming out of from this part of the world, we have created a unique stage, presenting collections which are both spectacular and accessible, breath-taking yet wearable.

The designs we stock, unlike many others, are not just for weddings or brides to be… Wear our designs to any special event, take our one-off pieces on holiday, special occasions and even as every day wear for the chic fashionista. Showing the UK and western fashion elite that style from India can be woven into the modern day woman’s wardrobe, empowering her while simultaneously allowing her to be unashamedly glamorous.

The desirable labels we stock are the epitome of luxury and quality fashion. Amrika is proud to be working with only with the finest brands of India and Pakistan, who each take great care in their prestigious creations and beautiful products. They are highly regarded within the industry and Amrika have even stocked exclusively for brands such as SVA.

Some of our designers:

AIMAN

The design philosophy essentially illustrates exploration, experimentation and above all expression. It is the absolute transfusion of sophisticated and meticulously tailored garments with exquisite embroideries.

ATSU

With his innovative hand-embroideries and high quality, this National Institute of Fashion (NIFT) New Delhi alumni has created an indomitable mark in the Indian Fashion Industry.

DIVYA SHETH

Divya Sheth is an Eco Luxe textile based fashion label which tries to serve Indian traditional arts in a contemporary palette. Love of organic, natural dyes and environment translates into Kalamkari and Ajrakh in natural dyes.

SVA

Sonam and Paras Modi have slowly but surely carved a niche for their label as one that is associated with contemporary design that celebrates Indian craft

SURENDRI

The labels forte lies in its mélange of patterns and draping to enhance the contemporary look and trends forecasted for the season.

MADSAM TINZIN

The brand aspires to marry the modern minimalist aspirations of today’s young individual with the timeless classic aura of deep-rooted Indian traditions

Have a look at some of the looks below, visit www.amrika.co.uk for more information or call us on 01992677450 for information and appointments in store! Follow us on Instagram and Twitter @amrikalondon.

YASHODHARA

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MADSAM TINZIN

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SVA

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ARCHANA RAO

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by Jackie Bansal

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