Ritu Kumar reinvents Chheent for Swedish cosmetic major

Leading fashion designer Ritu Kumar has used "chheent" patterns, an age-old light colourful print used on handwoven cloth, to design an exclusive range of accessories for Swedish cosmetic major Oriflame.
Ritu, who earlier revived dying embroideries like zardosi and other traditional Indian needlecraft, has now used the calico print style to create handbags, stoles and wallets for the direct-selling company, with the range expected to hit stores in September this year.
"What has been really nice with the association is that we have designed the products with the two best colours - vegetable pink and olives in black and beige. The pattern that we have chosen is one of the older 'chheents' of the country. So in a way it's a historic revival of prints," Ritu Kumar told PTI.

The now dying chheent, originally hails from the Punjab region specifically Multan (now in Pakistan) and is a word for design. Including light and colourful pastel prints of flowers, birds and creepers on handwoven cotton, the chheent become paisley and chintz to western world.
Meanwhile, stoles and handbags designed by Ritu are available in black and beige base with olive and pink floral and bird prints.
"We are very proud to be associated with India's foremost designer Ritu Kumar to present an exclusive collection of beautiful handbags, stoles and wallets. The intricate patterns and designs of the collection represent the modernity and complexity of the Oriflame woman," Niklas Frisk, Managing Director Oriflame India, said.