Label Aarna is an accessible occasion and everyday ethnic and lounge brand built around kaftans, sarees and co-ord sets. It foregrounds comfort, versatility and style, with product lines that run from soft satin kaftans and rhinestone-trimmed pieces to woven Jamdhani cotton sarees and linen co-ord sets. The brand repeatedly frames its clothes as easy to wear for festivities, office wear, intimate celebrations and summer days, while keeping the price point firmly mass-market and heavily discounted.
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A mood, an occasion, a feeling, matched to real, wearable pieces from independent Indian brands.