Ahmedabad born-and- bred Anoli Shah is the founder of her eponymous label
focusing on traditional wear for the contemporary Indian woman. Shah honed her
design skills at NIFT Gandhinagar in the year 2009, after which she trained with
Bollywood stylist and designer Ana Singh.
The launch of her label Anoli Shah Design Inc followed in 2010, along with her first
flagship store in Ahmedabad. Shah designs for the modern Indian woman who is
deeply rooted in her culture and heritage. The designer is best known for her
luxurious contemporary silhouettes fused with traditional Indian techniques, craft and textiles in a bid to create the perfect synergy between the past and the present.
The brand’s key focus is to explore an Indian fabric, craft or technique every season, and reimagine it in a manner that will resonate with her global patrons. Her strong ties to Gujarat draw her to local textiles like mashru (also known as gaji and
bandhani). Marodi embroidery is a signature of the label, often used in combination
with other forms like zardozi, aari, pita, and mukaish. Ajrakh (a vegetable dyeing
technique from Kutch) and tie-dye shibori are some of the other techniques Shah has worked with.