Men model styling an outfit

No Grey Area launch SS24, continuing the brand’s commitment to authenticity in South Asian culture, reworking traditional print techniques and silhouettes, this season drawing on lingering memories from formative years spent living in Madras.

Referencing paint-chipped sun-bleached multicolour homes and spirituality in prayer, yoga, and dance, the collection is a contemporary manifestation of the culture and tradition which still permeates life in modern-day Madras. SS24 is an ode to home that encapsulates the wistful longing to return to a previous moment in time; nostalgia combined with ease and contentment in the passage of time, fondly reminiscing on a place to which we can never return.

New for SS24 is a series of styles inspired by the Nauvari Saree, an item of clothing enshrined in India’s culture through its depictions in ancient art. The style is unique to the Madras region and was traditionally non-gendered, chosen for its practicality in terms of ease of movement and breathability. Experimenting with draping techniques inspired by the Nauvari Saree, this season sees the introduction of the Short Kaftan Dress, A-Line Draped Skirt, and the Double Strap Dress. 

Maintaining the brand’s intrinsic sustainable practices, zero-waste pattern cutting has once again played a key consideration in the design process, with several new designs such as the Kaftan Dress, the Draped Skirts, Trench Coats, and Draped Tops produced in this way. They continue to utilize 100% organic fabrics, this season focussing on light options such as silk, viscose, and cotton.

For SS24 the brand further embraced traditional Indian crafts, elevating the collection through the use of fabrics that adopt the sustainable dying and printing methods common in quality Indian fabric production, as well as more intricate techniques including Shisha Mirror Work, Aari Embroidery and Kashmiri Embroidery.

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