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FashionMeetsFlavor as Tea Culture of The World (TCW) x Chola Collab Steams Up Lakmē Fashion Week X FDCI

Mumbai : Tea Culture of The World (TCW), the epitome of tea refinement, is proud to announce its partnership with Lakmē Fashion Week X FDCI. This unprecedented fusion of luxury and sophistication will take place from March 13th to March 17th, 2024, captivating the senses of attendees with TCW’s exquisite teas.

As part of this collaboration, TCW will set up an experiential booth showcasing a diverse array of teas meticulously curated from around the globe. From the lush tea gardens of Japan to the misty mountains of China, TCW’s teas celebrate the rich heritage and diversity of global tea culture. One highlight of TCW’s collaboration with Lakmē Fashion Week X FDCI is the selection of wit label Chola for representation. Chola’s thematic representation of Japanese culture perfectly aligns with TCW’s range of matcha tea. Originating as an elixir for a long life by Buddhist monk Eisai, matcha has transcended its origins to become a cherished beverage enjoyed by all. The Japanese invest ceremony and ritual in the making of matcha tea, with masters of the tea ceremony crafting each infusion in traditional bowls using traditional ladles and whisks. The tea is hand-plucked with precision and prepared individually for every person present, embodying the Japanese philosophy of Ichigo Ichie, meaning that every human interaction is unique and will not be repeated.

Expressing her enthusiasm for the collaboration Dr. Rupali Ambegaonkar, the Business Head, Tea Culture of the World [Society Tea (Amar Tea Private Limited {ATPL}] says, “We are excited to unveil our innovative partnership with Lakmē Fashion Week X FDCI. The association with the designer label Chola showcases the essence of Japanese tea culture on the runway. The merging of haute couture and tea culture is heralded by this exciting partnership, promising a transcendent sensory voyage for both fashion connoisseurs and tea aficionados. We hope this association will bring together the best aspects of fashion and tea culture to create an unforgettable and unforgettable experience.”

“I am thrilled to be part of LFW X FDCI this year! It’s been almost five years since our last physical show, and the excitement is palpable! Working alongside TCW has been an incredible journey. Their support for our creative ideas has allowed us to infuse our collection with the beauty and elegance inspired by the Japanese tea culture. It’s empowering to collaborate with a team that shares our passion and encourages us to push boundaries. LFW X FDCI has always felt like home to me, as it’s where my journey in fashion began, and I am beyond grateful for the warm embrace it offers every time I return.” said Designer Sohaya Misra- Label CHOLA

The collaboration between TCW and Chola vows to redefine the very essence of fashion, unfurling a collection that pays homage to the rich tapestry of tea culture through a playful spirit. TCW’s presence at Lakmē Fashion Week X FDCI represents a convergence of two worlds—where fashion meets sophistication, and style intertwines with taste.

Experience the epitome of tea refinement with TCW. Sip, savour, and elevate your fashion experience with our premium teas

ABOUT THE TEA CULTURE OF THE WORLD:

Experience the epitome of tea refinement with Tea Culture of The World’s premium blends. Hand-plucked from the world’s finest tea gardens and crafted with meticulous care, each cup offers a journey of unparalleled taste and sophistication. With 120 exquisite flavours sourced from Fairtrade-certified producers, ethical indulgence meets uncompromising quality. Whether seeking a moment of tranquillity at home or aiming to elevate tea experiences in prestigious settings, TCW promises an indulgent escape for discerning palates. Elevate your tea ritual with TCW and immerse in the artistry of global tea culture.

ABOUT LAKMĒ FASHION WEEK X FDCI

Lakmé Fashion Week, a collaboration between Lakmé, RISE Worldwide, and FDCI, epitomizes the fusion of beauty and fashion in India. Showcasing top designers from Delhi, Mumbai, and beyond, it’s a platform where creativity thrives. Lakmé, Hindustan Unilever Ltd’s premier skincare and cosmetics brand, pioneered trends since 1952, offering a blend of international technology and Indian beauty needs. With Lakmé Salons, it provides a holistic beauty experience. FDCI, representing over 400 members, promotes and nurtures Indian fashion talent, emphasizing ‘Make in India’ and handloom craftsmanship. Together, they elevate Indian fashion, celebrating diversity, innovation, and the essence of indigenous crafts.

ABOUT CHOLA

The brand represents everyday luxury defined by an intense connection with comfort and style. Founder and Creative Director Sohaya Misra believes in the mantra of ’Less is more’. Clean lines, with plenty of detailing and edge, are some of the hallmarks of Chola’s designs. The ease and comfort of the fabrics used complement the brand’s ideology of relaxed silhouettes. The versatile appeal of their separates allows layering in many different ways for a fresh look every time the clothes are worn. Each collection by Chola tells a story, and behind every story is a creative journey, filled with an aura of suspense and fun. In the end, when the collection of beautiful pieces of garments is ready to launch, Sohaya says the feeling is of having created art.

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