This spring, IAAH unveils its new collection of bedding and carpets
The new line reflects an urban aesthetic that is influenced by the rich eternal heritage of the past
It’s All About Home (IAAH) has come up with a new line, which reflects an urban aesthetic that is influenced by the rich eternal heritage of the past. The company’s first flagship store on MG Road in the capital spreads over an area of 4,000 sq-ft, and houses the new collection, which strengthens the brand’s Indian aesthetic as displayed through their traditional techniques that have been elevated to a global platform through contemporary design.
The collection gives IAAH patrons the choice to create a seamless look throughout their space. Each product in the collection is based on the theme ‘Congenial & Transitional’ and ‘Extends the Floor Art’. The new line of carpets radiates an international appeal, while the exquisitely embroidered and hand-quilted bedding exhibits the brand’s trademark attention-to-detail and Indian craftsmanship.
The SS collection is an exciting portfolio of inspired and differentiated style statements that expands the reach of the brand. The bedding collection is featherweight, comfortable and felicitous for all seasons. Whites and ivories are offset by darker shades of nougat, terracotta and azure, and woven in smooth 100% premium cotton.
With the rugs and carpet line, each design in the series takes you on a journey through a parallel reality to a bygone era featuring a Moroccan style with Beliva and Ingrid dhurries. The hand-woven and hand-tufted carpets are made of materials like wool and the lightly woven rugs comprise jute, cotton and wool in muted tones.
IAAH co-founder Gunjan Gupta shares, “Our design philosophy is threefold. Firstly, IAAH’s products are a reinterpretation of traditional Indian home and lifestyle objects. Secondly, the brand is deeply embedded in Indian art and materiality, which conjures a sense of tradition unique to India. Finally, sustainability plays a significant role in the brand’s design philosophy — IAAH uses only eco-friendly materials for all its products.”