PEHCHAAN

When the idea for Pehchaan first began taking shape, we knew we needed muses whose lives embody constant change yet unwavering spirit. In our search, we found the perfect storytellers- the Army Wives of India.

These women are, in every sense, the quiet strength behind the uniform. Their lives are built on adaptability. They move from place to place, learn new cultures, build new homes, and raise families across states and languages. They become citizens of the nation in a way few others do—rooted everywhere and yet sometimes belonging nowhere but to themselves.

Through every relocation, every new chapter, one thing remains a constant companion: the designer saree. Whether at formal ceremonies, at intimate family gatherings, at community events, or during moments of personal triumphs and losses, the sari is there—not merely as an outfit, or responsibility but as a symbol of heritage, pride, and deep-seated belonging.

We chose army wives because they represent identity in transit: anchored by tradition, yet resilient enough to adapt to any environment. They mirror the journey of Indian textiles themselves—moving, evolving, and yet remaining profoundly rooted in the soul of who we are. Through them, Pehchaan finds its true voice—a voice that speaks of strength, continuity, and grace.

This year’s collection brings together some of India’s most breathtaking handlooms. Each piece was selected not just for its beauty, but for its ability to carry a narrative. The Mashru silks, historically a symbol of religious harmony. The Tissue silks, with their gossamer gleam, carry the whisper of heritage. The Moonga silks from Assam, prized for their durability and natural golden hue. The Jamdani, with its painstakingly detailed motifs, and the Meenakari silks, with their hidden intricacies, are a quiet nod to hidden strengths—much like the women at the heart of this campaign.

The weaves are not relics of the past; they are living expressions of contemporary identity. In every drape captured through Pehchaan, there is a fusion of the old and the new, the traditional and the personal.

We collaborated closely with master weavers from across India’s weaving clusters, who poured generations of knowledge and artistry into every piece. We wanted to move beyond showcasing craft. We wanted to show how textiles weave themselves into the very fabric of life—how a drape worn at a promotion ceremony, or a motif that once adorned a grandmother’s sari, becomes part of a woman’s personal and familial history.

We see how a Moonga sari clings to memory during a farewell gathering. We see how a Jamdani becomes a talisman of hope at a new posting. We see how the sheen of a Tissue silk brings joy at a long-awaited homecoming.

In doing so, Pehchaan becomes not just a collection of saris, but a collection of life’s tender, proud, and transitional moments.

For the weaver, each sari is a matter of pride—a tangible product of heritage, skill, and survival.

For the wearer, it is belonging—a tangible link to one’s culture, family, and inner self.

And for the army wife, it is identity—fluid yet rooted, constantly evolving yet fiercely her own.

An ode to the enduring connection between handloom traditions and human experiences. It is a reminder that identity isn’t static; it’s woven from a million lived moments, and like a handloom sari, it requires patience, resilience, and love to fully come into its own.

In a time where fast fashion threatens to erase the slow, deliberate beauty of handcraft, Pehchaan stands as a quiet rebellion—a call to honor, preserve, and cherish what is truly ours.

Through the journeys of army wives and the artistry of India’s master weavers, we hope Pehchaan inspires you to find your own connections—to the textiles you wear, the traditions you inherit, and the stories you live.

Because at the end of the day, what we wear isn’t just cloth—it’s who we are.