In a world chasing seasonal trends and surface shine, Label Devina emerges as a quiet revolution. Founded by Army wife, artist, and storyteller Devina Malhotra, the brand launches today with a single, unwavering vision, to bring emotion back into fashion, one hand-painted saree at a time.
Born from brushstrokes and bound by thread, Label Devina is more than a clothing label. It is a movement that honours softness as strength, storytelling as design, and tradition as an evolving canvas.
“We’ve been told power dressing must look a certain way, loud, tailored, masculine. But what if softness was the real power?” says Founder and Creative Director Devina Malhotra. “For me, every saree begins with a memory or a mood, not a market forecast. Label Devina is deeply personal. It’s a space for women to return to themselves, to own their lightness, their complexity, their quiet fire. And while we pour hours of handwork into every piece, we’ve consciously chosen not to price art out of reach. True luxury should touch hearts, not just wallets.”
At its heart, the brand celebrates heirloom-worthy artistry, with each piece hand-painted by Devina in collaboration with Indian artisans, and then meticulously embroidered using Sitara, Moti, and Cut Dana work. These sarees are not mass-produced garments; they are intimate, collectible expressions of feeling and form. Fashion, here, is not meant to perform, it is meant to resonate.
With silhouettes crafted in fluid silks and featherlight organza, the label merges culturally rooted craft with a contemporary cadence. Every drape is a dialogue. Every colour, a character. Label Devina rejects the churn of fast fashion in favour of slow, soul-stirring elegance, pieces that transcend seasons and speak across generations.
The debut collection is a tender tribute to the sacred, often overlooked rituals of dressing. the way a hand hovers over a palla, or how a fabric brushes against the skin like a secret only you know. These are garments that breathe with you, that stay long after the moment has passed.
Label Devina enters the landscape not just as a fashion label, but as an archive of personal poetry, reimagined in six yards of storytelling. It is a brand for women who don’t wear clothes to be seen, but to feel seen.
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About Label Devina :Label Devina is a story stitched in memories, brushstrokes, and the quiet strength of the women who raised and walked beside me. Inspired first by my mother, an Army wife with impeccable taste and unmatched grace and nudged lovingly by my elder sister Divya, the ultimate shopper and my fiercest cheerleader, this brand was born from the corners of our shared wardrobes and whispered dreams. As a proud part of the Armed Forces, my journey has taken me across many homes, many lives. Somewhere between the regimental routines and the silence of new beginnings, I found my rhythm in painting, storytelling, and draping emotions onto six yards. Come, be a part of our story. One Drape at a time.
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