The first DIARA sketch is on the back of a NIFT project brief from a Wednesday afternoon. A silhouette, a border, and one line of writing in the margin: "culture you can wear."
Every collection since has come back to that line. Not luxury, not tradition, not craft-as-museum-piece — craft as something you actually put on your body on a Tuesday and wear until it wears out.
The sketch is still folded in the studio almirah. Every time we launch a new edit, it gets pulled out to check the silhouette against the brief.