The White Shirt
At a time where trends pass by before they arrive, fashion has begun to move at such a rapid pace that it has become overtly tedious to keep up with what the fashion industry has to offer. It is times like these when the modern consumer makes a shift to classic timeless clothing. Starch takes this sophisticated wardrobe staple and reconstructs its design to make it a truly versatile statement.
Co-founders Anushka and Ushma decided to create a sophisticated luxury brand that would reflect their own style be it crisp, classic cotton shirts for office or white silk oversized shirts for the night elevating the modest white shirt into a featured item. The founders were keen on wanting to target girls of all ages who are modern, fashion-forward and love investing in quality products.
The brand, recreating a take on classic white shirts, focuses on standing for authority, sophistication and elegance.
Inception of Starch
Known for a Romantic spin to power dressing, the brand was incepted by Co-Founders Anushka Rajan Doshii and Ushma Vaidya. Anushka, known for having a keen eye to detail, has always stuck to white as her go to color. Graduating from Babson College in Boston, where she received her Bachelors of Science Degree in Entrepreneurship and Marketing, Anushka went on to become a Social Entrepreneur, and began her own jewellery label and lifestyle brand Acmeshka – The brand aiming to spread infinite positivity. Midday named her the ‘Girl Uninterrupted’ as she co-wrote and was the creative producer on her first Bollywood film Irada, which went on to win a national award for best film environment conservation this year.
While on the other hand, Ushma vaidya, holding an Masters in Fashion Design Womenswear from the Istituto Marangoni in London, went on to work with Manish Malhotra as a stylist and managed his production for two years. Ushma honed her skills and has successfully started her own Fashion label for Indian wear under Ushma Vaidya Label three years ago.
Anushka’s entrepreneurial abilities and strength along with Ushma’s fashion design background, understanding of the production and technical made them join forces and create Starch. Both their fashion sensibilities met and came to a point where they felt there was the void in the market
Collection | White Rose
White Rose represents a woman who has Love in her heart, Calm in her soul and Power in her mind. One who is soft and firm, delicate and strong all at once. A woman who is never afraid to speak her heart out and never fears to embrace Love. She does what she believes in and never fears to stand out. She still believes in the power of true Love and that dreams do come true.
The collection encloses clean lines with delicate drapes, sharp cuts with soft ruffles, flowy silhouettes with bold details and is a contemporary take on vintage styles.