S9 Muses, founded by childhood friends Sita Shah and Anjli Shah, launched its first ethical heritage clothing collection on 15th September 2016 in London. Featuring the tie-dye ‘Ka Sha’ range by LCF-trained Karishma Shahani Khan and a couture collection by Vaishali Shadangule, S9 Muses presents new-age, trendsetting, luxury designers who advocate fresh ideas for women from all walks of life. With a mantra of “Upcycling. Recycling. Restyling. Repairing. Each garment has a story to tell; let its story evolve”, S9 Muses is firmly wedded to the idea of building a heritage wardrobe collection which can be passed down through the generations.
S9 Muses was formed in September 2013, and for the last couple of years, they have curated collections and held various pop-up shops around London, showcasing saris, jewellery, accessories – such as handbags, stoles and scarves – as well as some Western wear from these designers, all the while sourcing and introducing new designers to each event. Now the business has taken a leap forward with the launch of their online retail platform, celebrated with a Global Traveller-themed evening at the Fable Bar and Restaurant on the 15th of September 2016.
The two friends, with a knack for style and not being afraid to experiment whilst wearing clothes to suit their personalities, have handpicked non-conventional pieces – handwoven, hand block printed, capsule collections and specially curated pieces; from heirlooms to eclectic, traditional to androgyny. Their ethically produced, handwoven fashion in bold colours and prints by Priya Chhabria and Pretty Crow, among others, featured summer dresses, jackets and scarves that have already attracted plenty of attention among fashion bloggers, as has their exotic, eye-catching jewellery.
S9 Muses strongly believes in sustainability and slow fashion, and whole-heartedly promotes the revival of the age-old garment, the ever-elegant sari. Supporters of ethical fashion, they make sure that these values are shared with the designers they work with. Advocating heritage and handcraft in all its forms, the founders wish to educate through storytelling. “Dressing up should always be about making you feel good, regardless of occasion. Build your wardrobe with timeless pieces; garments that have been passed down from generations above and can be passed on to future generations. Let their story unfold.” The ladies encourage, “Don’t be afraid of colour; don’t be afraid of prints; for experimentation is always more fun than plain ordinary.”
About S9 Muses
S9 refers to Section 9, an area in the quaint yet bustling town of Thika, Kenya, where Sita and Anjli both grew up. This is where their childhood was spent, deeply rooted in family values and traditions, riding their bikes around and savouring street delicacies, such as roasted cassava with chilli and lemon.
The number 9 is associated with magic, with completion and fulfilment, with wisdom and heaven. Romantics at heart, Anjli and Sita naturally believe in fairy tales. So, from the mystical nine Muses in Greek mythology, symbolising the goddesses of poetry, art and music, came about the apt reference to the term Muses.
For further details visit www.s9Muses.com