Interviewtimes 
In the vibrant city of Bhubaneswar, Odisha resides a designer whose creations resonate with the heartbeat of tradition and the clarion call of ‘Vocal for Local.’ Choudhury Jyoshna Das, the visionary force behind the esteemed label Bivabari, has masterfully woven together the realms of sustainable fashion and handloom traditions while passionately embracing the essence of supporting local craftsmanship. In this exclusive interview, we delve into Jyoshna’s journey, her commitment to empowering artisans, and the seamless integration of the “Vocal for Local” movement into her design philosophy.
From Avenue Creation to Bivabari: A Journey of Passion
Back in December 1999, Jyoshna embarked on her fashion journey after graduating from the JD Institute of Fashion Technology. Her boutique, Avenue Creation, laid the foundation for her artistic expression. However, it was her design studio, Bivabari, which took shape in 2017, ushering in a fresh concept that revolves around Indian textiles, sustainability, and the spirit of ‘Vocal for Local.’
With a strong commitment to both comfort and confidence, Jyoshna’s designs cater to people of all age groups and body types. “The clothes I design are all about comfort which they can carry with confidence,” Jyoshna passionately shared.
Choudhury Jyoshna Das, the driving force behind Bivabari, elegantly captures the essence of tradition and sustainability in her captivating designs, embodying the spirit of “Vocal for Local.”
Preserving Heritage, One Stitch at a Time
Jyoshna’s dedication to preserving Odisha’s rich handloom heritage is evident in every thread of her creations. She passionately procures fabrics from different corners of the country, weaving them into exquisite ensembles that are not only a tribute to tradition but also embrace the “Vocal for Local” ethos. From Nuapatna, Gopalpur, Barpali, and Balangir in Odisha to Jaipur, Hyderabad, and Tirupati, Jyoshna transforms raw fabrics into artistic canvases, embodying the essence of local craftsmanship.
Sarees, gowns, long dresses, kurtis, dupattas, and blouses come to life under Jyoshna’s skilful hands. Her latest collections include Khadi sling bags with Sambalpuri handloom patchwork, tote bags, clutches, sunglass covers and gift hampers with handloom goodies which are all upcycled products, which she made from leftover fabrics. Her designs are characterized by the intricate interplay of patchwork, hand painting, and embroidery, resulting in timeless and sophisticated aesthetics. These efforts haven’t gone unnoticed, earning her a dedicated clientele, including actress Anu Choudhury and social activist Dr Rina Routray.
Bridging Tradition and Modernity
The essence of Jyoshna’s designs lies in their ability to strike a delicate balance between traditional aesthetics and modern sensibilities. Her collections reflect a fusion of timeless handloom patterns with contemporary designs. Notably, she has been championing the cause of handlooms, hand painting, and embroidery through her work. Her designs aren’t just about fabrics; they are about reviving local art forms and empowering artisans.
“To keep the tradition alive we should make it contemporary without losing its virginity. Before it was thought that handloom is only old people’s attire. From the beginning of my career, I have experimented with handloom. Sometimes I make a fusion of Odisha handloom with Andhra Kalamkari. Sometimes I add hand embroidery applique and patchwork. The indo western garments were an instant hit among my young customers. So bridging tradition with modernity is most important to give it a new look and make it sellable,” said the designer.
Empowering artisans and amplifying local craftsmanship, Choudhury Jyoshna Das weaves a narrative of tradition and modernity through her remarkable designs.
Empowering Change, One Creation at a Time
Jyoshna’s vision extends beyond fashion shows and runways. Her aim is to provide financial independence to women in handicrafts and handloom. By embracing her creativity and research, she has successfully created a brand that not only resonates nationally but also garners attention at the international level.
“I hope to change this with the lehengas I am working on,” Jyoshna expressed as she envisions spreading the charm of Sambalpuri and bomkai patterns among brides.
As the world embraces the concept of eco-friendly fashion, Jyoshna’s creations, rooted in handloom and sustainable practices, are a testament to the fact that style and conscience can coexist. With her plans to train rural girls and expand her mission of empowerment, Jyoshna is poised to weave brighter threads of change into the fabric of society.
As she envisions spreading the charm of Sambalpuri and Bomkai patterns among brides, Jyoshna’s aspirations are firmly rooted in empowerment and sustainability, underpinned by the ethos of ‘Vocal for Local.’
In a world where traditions and fashion intersect, Choudhury Jyoshna Das stands as a formidable force, redefining style with purpose while championing the cause of sustainability. Her designs not only clothe individuals but also carry a narrative of heritage, sustainability, empowerment, and the vibrant spirit of supporting local craftsmanship.
