Dubai, United Arab Emirates, December 2023: IZEL Fashion, a homegrown premium e-commerce brand, is excited to unveil the intricate details of its embroidery process, shedding light on the skilled artisans who breathe life into each meticulously-crafted piece. IZEL Fashion offers a glimpse into its atelier, where artisans weave cultural narratives into every stitch. Beyond fashion, IZEL is a canvas of elegance, where each thread tells a story of heritage, innovation, and timeless sophistication.
Central to IZEL Fashion’s ethos, is a celebration of traditional craftsmanship, a sentiment beautifully-echoed in the intricate embroidery carried out by the brand’s skilled artisans in India. With decades of expertise and a profound love for their craft, these artisans infuse every creation with a story of cultural opulence.
The embroidery narrative at IZEL Fashion is a harmonious blend of stitches and innovation. Commencing with a collaborative planning session, artisans are not mere executionists but vital contributors to the design journey. Discussions encompassing styles, silhouettes, and design nuances, set the stage for every artistic process and look from the house of IZEL.
Once the patterns are established, the team finalizes fabrics, threads, drawing inspiration from an array of traditional Indian embroidery techniques such as “kantha”, “chikankari”, “phulkari”, and “kashida”. The selection of materials including cotton, zari, silk, and jacquard threads lend a distinctive character to each creation made. Sampling of embroidery techniques ensues, allowing for iterative refinements. The collective effort ensures that every piece resonates with cultural richness, paying homage to the diverse regions of India.
IZEL Fashion takes pride in its team of artisans, individuals with a broad range of skills, each contributing their unique expertise. From embroidery specialists to seasoned pattern makers like Mr. Firoz Ali, whose 30 years of experience adds a touch of mastery to every style, these artisans embody the spirit of IZEL’s commitment to quality.
Looking forward, IZEL Fashion aims to integrate more embroideries and surface embellishments into its styles. The brand is actively working on collections that will showcase trendy silhouettes adorned with exquisite embroidery, offering a modern interpretation of Indian craftsmanship.
IZEL Fashion’s collaboration with artisans is a transformative journey positively impacting local communities. Each stitch tells a story, each creation is a masterpiece, and the art of empowerment is interwoven with every thread.
To shop the latest collection exclusively available online visit: https://izelfashion.com/.
