My Fashion Week with the Engineers

My Fashion Week with the Engineers

A few years ago (2011), when I lived in Dubai and DFYnorm was nothing but a seed of an idea that I chased, I got myself into a pattern-making class !! I was surprising myself at the turn I was taking with my life! On the one-side I cringed with my cultural ego-conditioning. “Is this tailoring??” Not quite […]

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Can Black Friday make us happy?

Can Black Friday make us happy?

Black Friday falls on the day after Thanksgiving, a holiday about gratitude and sharing. It’s considered to be the beginning of the Christmas shopping season in the US and the shopping truly starts in earnest. On Black Friday items are heavily discounted, news outlets portray hysteria, stock shortages, stampedes, and other mayhem. A few years ago retailers […]

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How I met our Designer

How I met our Designer

Last year I moved from NYC to Mumbai to set up operations for DFYnorm. After 4+ years of working really hard at a startup which grew into an astounding company, I was ready to start my own. It was a new city to me. Although I have visited it ever so often, I never lived here. I […]

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3 ways fashion can be a force for good in the world

3 ways fashion can be a force for good in the world

  Fashion needs a radical change. Our reliance on fast fashion is crazy and unnecessary. Some companies are making efforts in one or two directions, but it’s hard to find businesses that are investing in a whole, alternate system for fashion. Here are three ways fashion can be a force for good in the world: […]

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The appalling intimacy of Frida Kahlo’s private wardrobe

The appalling intimacy of Frida Kahlo’s private wardrobe

  Frida Kahlo’s clothes were as much an expression of her will, her pain, her joy as her paintings were. Clothes are signifiers of beliefs, and indicators of feelings, and Frida took that to generous lengths. If she was arguing with her husband, she would wear men’s clothes to assert her independence. Frida’s death transformed […]

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