Dear Readers,
I am honored to welcome you into the world of Aarnelle.
A world shaped by culture, craft and heritage where timelessness exists beyond the noise of trends.
Why was Aarnelle founded?
This question traces back to my childhood, to memories woven deep into my mind. I was raised in a household where both of my parents are connected to the world of living art – fashion. I remember sitting beside my father gathering knowledge about the fashion industry whereas my mother would teach me about my roots, culture, heritage, history. From him, I learned about creativity, silhouettes, fabrics, market and business. From her I inherited designing, sketching, culture. Both of them molded me in some or the other way by either conversing about textiles or taking me along to witness the artisan giving soul to garments, completely unaware that of the future. I would always wonder how beautiful it would be to wear something so personal that someone handcrafts those textiles for you, every weave whispering uniqueness, the time, effort of someone who made the cloth by their hands.
Over the time, I started designing my own clothes for events linking the garments to Indian heritage. That was the sole beginning of Aarnelle. Aarnelle is born from the whisper of Indian roots, rhythm of looms passed on from generations to generations to carry on the ancient techniques.
I have often felt inclined towards Diana Vreeland’s ideology on fashion, a woman who saw fashion not as a commodity but as a culture. One of her quotes that has been stuck with me “Style- all who have it, share one thing: originality”. In a trend chasing and fast fashion world, her take on fashion has only been kept alive by those few who understands that what you wear, represents you. Aarnelle is the thread between Indian heritage and elegance, where clothes are not just worn but felt. I wanted to create something so pure that it would still matter even after a decade, not because it was flashy, but it was true. Each creation is a breathing ode to our heritage. The Indian history and it’s textile legacy is not frozen in the past, it is alive. We work with artisans who still dye by hand, sit by looms and believe perfection takes time. We work with eco-friendly, sustainable and fabrics born from the nature.
“The most admirable thing about the Indian people is their complete acceptance of art as a necessary part of life.”
– Ananda Coomaraswamy (Indian art philosopher)
This is what luxury means to me, not excess but essence, something to be felt in every stitch. When you wear Aarnelle, you wear more than just a product. You wear intention, culture, craft, a fabric that took pair of hands and countless hours before it came to life. Every detail is a love letter to craftsmanship and to you.
What’s made with soul, will never go out of style
My heart is full as I end this letter. I am endlessly grateful that you are here.
Thank you for supporting Aarnelle.
Thank you for choosing meaning over mass.
Thank you for believing in beauty that doesn’t fade.
And thank you for helping keep fashion alive through art, soul and purpose.
This is only the beginning, thank you for being a part of our circle
With all my heart,
Aarna
Founder and Creative Director, Aarnelle