“Subtle Elegance” is how Viral Parikh described the label “Virtues” in her interview with Femina. NIFT graduate Viral along with her husband Ashish, who happens to be MBA from Australia, created their Studio Virtues. The venture began in the year 2003 in Ahmedabad, with significant participation of Viraj Mehta followed by Vikrant Mehta in 2007, as a part of the core team.
More About Studio Virtues
With the experience from working with fashion giants like John Galliano and Alexander McQueen, Viral’s core focus has always been on comfortable yet playful clothes, that gives a new dimension of thoughts. Being located in a textile and craft-oriented state, history has always inspired her work, more so as the team Virtues believe that “label should reflect the place we belong to”. Their design team has expertise in the rich vintage embroidery and they continually put efforts in preserving the heritage and its evolution in the contemporary fashion.
The label showcases the essence of rich craft and textiles in their collections. The Virtues fashion is also influenced by western fusions to keep their design patterns appealing and functional for the new age wearers.
Label ‘Virtues’ offers ethnic outfits like Kurta sets, Anarkalis, Umraos, Nehru Jackets, Sarees and blouses crafted with Kalamkaris, Ashavallis, Kota, Mashru, Bagru prints, homegrown indigo etc. The collection also includes accessories to go with the attire. As per them, their products are sold via 21 stores across India.