Heimat is a line of contemporary and high quality womenswear in comfortable fabrics made for the multifaceted woman, who needs functional armor for a lifestyle that spans from day to evening engagements. The clothing is easy to maintain, versatile and lasts a long time.
The designs are inspired by the architecture of urban informal settlements, infamously known as slum dwellings. The colors and textures represent some of the elements found there, such as blue tirpal, curry orange, asbestos grey, washed brick, burnt terracotta, jamun and moss green. The letter ‘E’ in the Heimat logo depicts an open door – which embraces opportunity. The door to independence is not locked forever, but can be opened, and ultimately, we need to find the courage to walk through it. Whichever language you speak, heimat or hygge, is a continuous aspiration. Thus, Heimat, is inspired by the concept of belonging.
The embroidery represents an aerial view of urban topography, where wealthy, gated communities sit next to slum dwellings, thus creating this uneven texture of social fabric. They are connected physically, but societal structures keep them disconnected.
Gayatri Jolly, the founder and creative director of Heimat, completed her Bachelors in Business Administration from Babson College, Massachusetts, and has a degree in Fashion Design from Parsons School of Design, New York. She has worked across the spectrum of the fashion industry – from high-end fashion houses such as Diane Von Furstenberg and Armani Exchange in New York City, to mass-market department stores like Walmart and TJMaxx. Each item in the Heimat collection is painstakingly designed and produced in the all-women MasterG Eco – system (To read more, visit masterg.in)