Uncover the blend of courage, consciousness, and craftsmanship that defines Mrunalini Rao’s unique approach to fashion.
Mrunalini Rao, an eponymous couture label from Hyderabad, embodies courage and confidence through dramatic silhouettes and fluid fabrics. With a commitment to conscious, timeless, and handcrafted designs, the label aims to give back. Join us for a chat with Mrunalini Rao herself as she shares her love for craft, passion for sustainability, and her new prêt line, Urī!
FL: Your eponymous label has witnessed massive success in the Indian bridal and occasion wear landscape. What prompted you to start a prêt line?
MR: I aspired to introduce a prêt label because of my passion for comfortable silhouettes and high-quality, feel-good fabrics. The goal was to create a year-round collection distinct from seasonal wedding wear-making timeless and ageless clothing. Thus, the ethical and conscious label ‘Uri’ came into existence. Uri’s affordable range complements my festive and bridal line, catering to a broader audience.
FL: Establishing a pret label comes with a lot of challenges, especially regarding the sustainability factor, but you have excelled at it! How do you manage to find the balance & what are the sustainable measures that Uri employs?
MR: In launching the prêt line, I’ve meticulously designed silhouettes to significantly reduce fabric waste. Any leftovers are repurposed into Uri carry bags and tassels. Our commitment extends to using organically sourced fabrics like soy, linen, cotton, khadi cotton, cotton satin, bamboo, orange, and milk. We employ biodegradable starch packaging and prioritise timeless designs that defy fast fashion, promoting repeated wear over the years. This approach not only minimises environmental impact but also ensures a crisp and refined aesthetic.
FL: You deem Urī as a ‘benefit-for-all’ project – can you elaborate on that?
MR: Our vision is to create an artsy wardrobe that transforms lives. Urī, with its soft hues and deeper colours, embodies effortless patterns that make a statement. It caters to muses of all ages, further establishing that timeless garments transcend age and define individual style. Beyond this, rooted in our core, is a commitment to benefitting for everyone involved in accomplishing this vision-our craftsmen, weavers, and embroiderers-and providing them with employment and upliftment.
FL: As the fashionscape keeps changing with every turn of a season, can you point out any big shifts you have noticed regarding prêt?
MR: Regardless of the new contemporary and western silhouettes being introduced with Indian crafts, I see that the kurtas and anarkalis are occupying so many racks in the stores and how!
FL: This will be your tenth year designing ornate wedding wear. What are the challenges you face while running a pret brand in contrast to a couture label?
MR: We are so used to making hand crafted ornate pieces trying to give the most creative surface with a lot of intricacy. Whereas prêt is so much lighter and more silhouette based. For a person who is craving to do such intricate work, prêt is definitely challenging because we have to cut down everything to make it festive and easy to wear.
FL: What inspires Uri’s design language? And why such a strong focus on florals – Is there a hidden thought?
MR: Urī is a bit of a peppy, aesthetic and comfortable line of clothing. It has range of holiday flares, sporty co-ords, Indian kurtas and fun sarees. The brand is more about easy fabric and comfortable fit. We were keen on working with more prints and fewer embellishments, hence the play of bright prints. There is no particular focus on floral prints alone; we are working on many other print styles; florals are a major part of it because they are so beautiful!
FL: Is there an upcoming collection for Urī that you are excited about & would like to give a glimpse of to our readers?
MR: Our summer collections are always more enjoyable because they involve so much colour and large flares. It’s a very happy vibe. We are working on our Spring Summer ‘25 collection for the international market right now.
FL: How do you look forward to positioning your brand in the near future?
MR: We envision Urī as more than just a clothing line; it’s a lifestyle. We want it to be synonymous with living authentically, allowing people to embrace and express themselves. It’s not just a clothing brand but a diverse range of products that contribute to this unique way of life. Further, I’d like to explore handlooms and develop our own textiles for Urī and sell them internationally. We are also keen on expanding and have exclusive retail space in other capital cities.
FL: Is there a certain brand philosophy that Urī follows through and through?
The main idea behind starting this label was slow and conscious living. It truly moves me to see the label being recognised by women of all age groups who promote and believe in the same values. Through Urī Living, I aim to continue showcasing people being themselves in their daily routines, comfortable in their clothing.
In the ever-evolving fashion landscape, there’s a noticeable shift towards catering to a more conscious audience. This change is evident even in the designer wear segment, where sustainability is prioritised without compromising on luxury and style. Urī by Mrunalini Rao embodies this change, showcasing how fashion can embrace conscious living and authenticity through its striking garments.
