Pichwai Paithani

Label Pratham, a heritage brand, takes pride in the country's unparalleled diversity. Through our decade-long journey in the world of textiles and Indian craft, we have discovered and interacted with various handloom and textile traditions of the country. In all these journeys, what appeared common was the deep relevance textiles still held in our living traditions - marriages, rituals, pujas, and other such ceremonies. These occasions are incomplete without adorning traditional wear that communicates unwritten messages and codes of conduct. It is a precious, intimate relationship people share with their cultural handloom and textiles; nearly sacred, and an undeniably strong attachment with one’s identity amidst the bustling diversity of our country.

At Label Pratham’s studio, we have forever been committed to aesthetic cultural roots that take into account these unique weaving traditions of every region. We have spent innumerable moments with weavers and craftspeople, exploring textiles and soaking in the stories behind them. It's crucial to understand that textile traditions are mainly about remembering things. They rely on the strength of memory, repeating patterns, and making designs that look back in time. This emphasizes the importance of family heritage in this industry. As we include parts of these traditions in our studio, we become keepers of memories. We continue the family legacy by using our skills and giving our own take on the art, all while staying connected to our roots. It was such an engagement that created the beautiful idiom of the Pichwai Paithani. Paithani originates in the state of Maharashtra and has been part of the people’s heirloom textile legacy for ages. Like so many other craft traditions, Paithani is passed down from mother to daughter at the time of marriage in the form of an heirloom. The intricacy of its motifs overwhelmed us, and so did its bright color palette. It was similar to the Pichwai art tradition which relied heavily on detailed patterns and vivid colors. In one way, Pichwai from our studio had finally met its brethren - the gorgeous Paithani, regale in its presence, dignified beyond measure.

It is said that the colors of Paithani sarees have been around since the 2nd century BC. Intricately woven with silk, these sarees have intricate designs with gold and silver threads. Paithani silk sarees have been around for a very long time and come from the royal palaces of Paithan, near Aurangabad. The designs and motifs of birds, flowers, and creepers are largely inspired by nature, giving the textile a sense of wholesomeness. Another important characteristic of this pure Paithani saree or weave is that it uses gold and silver zari in luxurious amounts.

At Label Pratham, the colors of Paithani sarees were reborn under the umbrella of aesthetic Pichwai art. Pichwai Paithani is our proud amalgamation of tradition with renovation, time and space, royalty, and religion. Working on this fusion piece of creation was a creatively fulfilling challenge that required a stretch of the imagination, and the capacity to bring together the two craft forms without losing the unique characteristics of either. Pichwai in its core is a celebration of Lord Krsna through the ample natural bounty of Gokul, the nearby jungles rich with biodiversity, and the mellifluous sound of the streams harnessing moments of poetry, music, and romance. Pichwai evokes all of these sentiments and more. In a serendipitous manner, the sinuous nature of Pichwai art, its celebration of the forms of nature, blended like a dream with the flora and foliage of Paithani, all coming together in form and finesse. Our artisans have blended the richness of art and culture to bring elegant silhouettes in the form of Pichwai hand painted saree, Paithani silk saree, Paithani lehenga, and more.

In the last many years, we have tried our best to mold the studio as a site of the creative aspirations of contemporary artists and their engagement with these old-world traditions of art and craft. Our Pichwai innovations have been a result of free flight to the artistic imagination while staying rooted to the essence of the craft. It is indeed a cognizant blend of both that truly creates new idioms and allows for our senses to be indulged, whether in the form of a saree or a canvas. We have taken immense delight in this journey of merging tradition with contemporaneity, playfulness with austerity, and Rasa with Dhvani; and look forward to many such discoveries.

We've made a mix of modern and traditional styles for you to check out. By adding traditional textiles to your wardrobe,we have crafted delicate yet classic Pure Paithani saree, Pichwai tussar silk saree, sophisticated blouse patterns, and a range of canvas that demonstrates heritage. We stand as carriers of memory, weaving stories of craftsmanship, heritage, tradition, and artistry. Be a part of our ever-evolving brand in this celebration of lineage and creativity.