One of the few labels that is rethinking the time-tested Indian handloom, Alamelu–a contemporary luxury prêt label– expands the vocabulary of what is considered Indian fashion, shifting the design process from the very core of the country’s indigenous textiles- starting with the yarn itself. A culmination of the founder’s upbringing among master weavers in his family's 600-year-old business, House of Angadi, the label aims to break the traditional mould of how regional crafts are currently being utilised, focusing on innovation over their revival. 

Helmed by Radharaman Hari Kothandaraman, an engineer by education and a self-taught textile designer, Alamelu has gained prominence for their line of modern silhouettes that experiment with proportions, layers and tailoring. Emphasising their visual and tactile potential,  the label has carved a niche for its signatures since 2021. The traditional smoother touch of silk gives way to three-dimensional textured and metallic surfaces. In contrast to their dyed zig-zag patterns, Alamelu’s Ikats incorporate woven motifs including the popular houndstooth, Uzbeki designs and more.

Over three years, Radharaman has calibrated Indian crafts for a global palate, bringing forth formal separates and outerwear. The silks that usually come templatised as traditional Indian attires now embody modern shapes and tailoring, hems that ferry between straight and asymmetric cuts. Their lightweight structure - engineered by Radharamn- accommodates size-agnostic silhouettes replete with warm tones –contrary to Indian textiles' vibrant mood–including eggshell, grey, moss green, olive, and navy hues.