The Narration – Anatomy of a label

Focusing on exploring the women’s wear market while keeping an eye on sustainable fashion, details, colours, and quality, Namrata Kalani founded the brand The Narration. Designers at The Narration love exploring geometric panelling and colour blocking to create simple yet one-of-a-kind clothing, which is modern and chic. Bearing in mind the amount of waste produced during the production of an attire, The Narration was founded not only to maintain sustainability but also to design clothes in such a way that it keeps customer happy without harming the environment.

The thought behind to create the sustainable brand The Narration was to play with colours and patterns to create comfortable clothing which can be carried effortlessly by any woman. They believe every woman has a way of carrying the patterns and colours, when they are given the right product. Namrata Kalani’s love for simple yet chic clothing made her design clothes at the very first place, whilst she considers colours, patterns, and travel as her sources of inspiration. If we think about it, she believes, these three are closely related. Travelling invokes creativity in the mind ad hearts of the artists, and the colours that one could experience while travelling to different parts of the world could help in designing like nothing else.

Labelling her products as chic, modern, comfortable, Namrata Kalani does not believe in the mass production of her products. It is, in fact, waste of resources, causing degradation of the environment. As an entrepreneur, dealing with criticism and maintaining a positive mindset was the biggest challenge for her. In a country, where sustainable fashion is still very much a foreign concept, she wanted to bring in the idea of working on sustainable practices and novelty in the market. Talking about designing for celebrities one day, she named Maisie Williams to be the one that she dreams of designing for. The bold and courageous Maisie is not afraid to experiment with colours and patterns from time and again.

As we asked about her designing process, she patiently told us that she designs all her ensembles keeping in mind the story that she wants to narrate and the style that she wants her brand to be known for. The idea is to incorporate some amazing colour stories, patterns and detailing in simple silhouettes using geometric panelling and colour blocking to create subtle yet modern clothing. She also let us know that the modern and effortless clothing line Bodice Studio by Ruchika Sachdeva is her favourite designer.