Devina Malhotra launches womenswear label Label Devina
Artist and storyteller Devina Malhotra has launched her womenswear label, Label Devina, with a debut collection of hand-painted sarees designed to merge personal expression with traditional craft. Rooted in slow fashion, the label plans to focus on emotion-led design and heirloom artistry.
Label Devina aims to move away from fast fashion by offering sarees crafted in fluid silks and organza, each piece painted by Malhotra herself and embroidered by Indian artisans using Sitara, Moti, and Cut Dana techniques, the new label announced in a press release. The first collection seeks to celebrate softness as strength and memory as inspiration.
'We've been told power dressing must look a certain way, loud, tailored, masculine," said brand founder Devina Malhotra in a press release. "But what if softness was the real power? Label Devina is deeply personal. It's a space for women to return to themselves, to own their lightness, their complexity, their quiet fire.'
Inspired by her life as an Army wife and shaped by the women in her family, the label is positioned as a platform for storytelling through clothing. The brand's launch reflects a focus on cultural continuity, mindful dressing, and garments that transcend seasons. Label Devina's first collection is now available, offering pieces that intend to resonate as wearable keepsakes rather than seasonal statements.
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