Interview with Rakhee Shah of Maisha Concept - Library @ E2Expo
Updated: Dec 2020
Before Rakhee Shah latched her label Maisha, she had a ten-year career in finance. Her label is known for making traditional craftsmanship look modern and desirable, blending distinctive prints with chic and often multi-functional silhouettes. This interview with Zerrin explores her work with artisan partners and how she manages to balance tradition and modernity.
Shah details on the her inspiration to stand Maisha, making the trademark textiles which are handmade and have a cultural heritage link, partnering with artisans mainly in located in Africa and India. She helps these artisans by providing a global platform for them to gain exposure, using their old techniques to create modern designs, patterns and colours.
She exclaims on how her customers value quality clothes and are also involved in making them last as long as possible by learning to repair or rework them. She ensures that the entire collection is sustainable through ethical and responsible sourcing measures, usage of traditional dyes and locally available fabrics.
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