Ituvana’s clean and relaxed silhouettes are aimed at championing individuality
The concept of minimalism is often misconstrued as a fancy term for ‘boring’. Sure bold and flamboyant pieces will always have a moment to shine. But Ituvana’s collection has something different and impactful to say. Despite their clean silhouettes and size-fluid designs, Ituvana’s ensembles seamlessly shift from luxe resort wear to everyday staples. If anything, minimalism is having a renaissance.
Founded in 2019, Ituvana is a place of experiences and emotions inspired by Indonesian and Indian traditions and translated into clothing. The label translates into The Forest - itu meaning ‘the’ in Indonesian, vana meaning ‘ultimate bliss’ in Sanskrit, and ‘forest’ in Hindi. With prized attributes like re-wearability, inclusivity, and artful constructions, Ituvana’s outfit personifies relaxed luxury and the need for it during such contemporary and changing times. The garments are fluid–accommodating several shapes of a woman - and exemplified by the use of high-quality natural fabrics. Here delicate silks and cotton fall easy on the body and serve as a medium to discover personal style and champion self-expression. Alongside their non-conformist make, Ituvana’s garments elicit structural plays too - featuring versatile drapes, playful sleeves that sit on the waist as their signature belts, playful jumpsuits that imitate the drape of a dhoti, knotted applique works, and many more. All this materializes in an exciting range of robe sets, kaftans, dresses, jumpsuits, sarongs, and many more.
Ituvana’s saree and unisex collection, in particular, is a modern interpretation of traditional shapes. Hints of traditional craftwork and contemporary details seamlessly blend sophistication and comfort. A quintessential Ituvana piece is often lightweight, fine textured, and makes for perfect pairings with the summer season. Using a dynamic color palette unlikely to be found in the journals of conventional minimalism, Ituvana’s clothing can be found in shades of orange, lime, and fuchsia along with whites, blacks, and many more. In its finer details, Ituvana’s anatomy is dictated by scripts that come alive to narrate a story and conceive emotions. Each concept is borrowed from spiritual and ascetic disciplines, particularly from Hindu beliefs, and woven into statement pieces beckon getting rid of any inhibitions. With collections that display an amalgamation of attributes, the Ituvana proposition is hard to beat. Covering a wide spectrum, the brand is for the conscious consumer, the stickler for quality, the minimalist at heart, and also the experimental with a penchant for innovative details.
