Gen Z women are wearing Ashdeen garas on their own terms

The feature explores how Ashdeen Lilaowala has transformed Parsi Gara embroidery into a contemporary expression embraced by a new generation of women while preserving its cultural significance.
It highlights Ashdeen’s philosophy of treating Gara as a living tradition that continues to evolve through experimentation with silhouettes, fabrics and design collaborations rather than remaining confined to ceremonial wear.
The article showcases Ashdeen’s innovations, including oversized motifs, lighter embroidery layouts, organza and net fabrics, embroidered separates, and collaborations with Ekaya Banaras, Kanakavalli, Bandhani and Leheriya collections.
It recounts the early criticism surrounding his reinterpretation of Gara embroidery and how those same designs went on to receive commercial success and museum recognition, reinforcing the value of thoughtful innovation.
Through conversations with clients including Natalia J. Mistry, Zyra Nargolwala and Aavienda Chowdhury, the feature illustrates how younger generations are embracing Gara as an expression of identity rather than obligation.
The article demonstrates how Ashdeen creates personalised pieces that resonate across generations, balancing timeless craftsmanship with contemporary styling and wearability.
It concludes with Ashdeen’s ongoing mission to introduce Parsi Gara to younger Parsis and non-Parsis alike, ensuring the craft remains relevant, wearable and appreciated by future generations.

Read More: https://thenodmag.com/content/gen-z-women-ashdeen-lilaowala-parsi-gara