Originally from Dagestan, Russia, from its founding in 2018 to its recent presentation at the Beinopen forum in 2023, Measure has followed an extraordinary trajectory. Measure is a cultural phenomenon in the field of modest fashion, originating from Dagestan. It seeks harmony between the natural and the artificial, the past and the present, the vital and the spiritual, the company stated in a press release.
Designer Zainab Saidulaeva's avant-garde 'TOi' collection is a creative exploration inspired by Dagestan wedding traditions, fusing the mosaic of customs, wedding gifts and historical dress into a contemporary design narrative. The collection's design ethos is expressed through a delicate interplay of layers and rich textures, making Measure a distinctive force in the fashion landscape.
FDCI will introduce 'Measure', an international designer initiative, presenting 'TOi' at Lakme Fashion Week in Mumbai. Originating from Dagestan, 'Measure' explores modest fashion, combining tradition with contemporary design. Scheduled for March 16, the show promises a fusion of fashion and art, capturing the essence of Dagestan's cultural heritage.
Scheduled for March 16, this show is an exquisite fusion of fashion and art, adding another chapter to this legacy, capturing the imagination of fashion aficionados and art lovers alike.
“As a designer, I am delighted to present my 'TOi' collection at LFW x FDCI, a creative journey into Dagestan wedding traditions. Inspired by the rich tapestry of customs and clothing from the region's past, the collection explores the beauty of multi-layered costumes in black and various shades of white, using silk in various variations. Join us on this fascinating journey to the heart of Dagestan's cultural heritage, all thanks to the Fashion Design Council of India for this incredible opportunity,” said designer Zainab Saidulaeva.
“By bringing together brilliant minds, this unfolds as a remarkable convergence, giving rise to creations that redefine the conventional rhythms of the fashion world,” he said. Sunil Sethi, president of FDCI.
Fiber2Fashion (RR) News Desk
