In a world where fast fashion dominates and trends dictate what we wear, ‘97-MOTIFS is carving a different path, one where clothing is not just an outfit but an extension of self-expression, a love letter to individuality, and a celebration of authenticity. Founded in 2021 by Anoosha Gupta, a textile design graduate from the National Institute of Fashion Technology, New Delhi, ‘97-MOTIFS stands as a testament to the belief that fashion is for everyone. It’s not bound by size tags or societal expectations, it’s about what makes you feel at home in your own skin.

Have you ever stumbled across a fashion brand that stops you in your tracks? The kind that makes you think, "Wait, this is different"? That's exactly what happened when we discovered this brand. The story behind the brand is one that might resonate with many of us who've felt fashion should be more personal.

The Story Behind ‘97-MOTIFS

For Anoosha, fashion has always been more than fabric and seams. It’s about emotion, identity, and storytelling. “I’ve always dreamt of making people understand that fashion isn’t just about what’s trending. It’s about self-love and self-expression,” she says. This philosophy led to the birth of a brand that defies conventional norms and creates pieces that resonate with the wearer on a deeply personal level.

The drive behind the brand was simple yet powerful: to create clothes that everyone, across all age groups, could wear and connect with. In a time when personal style is evolving and people are experimenting more than ever, ‘97-MOTIFS provides a canvas for those looking to tell their own story through clothing.

What Makes ‘97-MOTIFS Unique?

For ‘97-MOTIFS, clothing is not just about aesthetics - it’s a collaborative journey. Every piece is the result of trust, effort, and teamwork between the designer, artisans, master tailors (or "masterjees" as they're called), and ultimately, you - the person who'll bring the garment to life by wearing it.. “In a world where fast fashion and size labels dictate people’s choices, we want to create a space where individuals can step away from the mundane and romanticize their life through fashion,” says Anoosha.

At the heart of the brand lies a commitment to sustainability without greenwashing. The brand operates on a made-to-order model, keeping inventory limited and avoiding unnecessary waste. Instead of chasing trends, it focuses on creating original prints and artworks, combined with a mix of digital printing, machine embroidery, and hand-stitched details that make each piece truly special.

A Hug Wrapped in Fabric

Beyond the artistry, the brand is built on a foundation of warmth, inclusivity, and intention. “Fashion isn’t about comparison, it’s about feeling powerful, confident, and at peace in what you wear,” says Anoosha. Every ‘97-MOTIFS garment is designed to feel like a warm hug, embracing the wearer with comfort and meaning.

Why ‘97-MOTIFS is UnderRated

Despite its unique approach and deep-rooted philosophy, ‘97-MOTIFS remains an underrated gem in the fashion industry. “We don’t just create clothes, we craft experiences,” says Anoosha. Each design is infused with storytelling and emotion, ensuring that when someone wears a piece from this brand, they aren’t just putting on a garment, they’re stepping into a narrative, a memory, a feeling.

In a world obsessed with viral trends and fleeting fashion moments, ‘97-MOTIFS prioritizes authenticity over hype. The brand’s commitment to slow fashion, personal storytelling, and truly meaningful design is what makes it stand out - yet it hasn’t always received the recognition it deserves. But for those who discover it, this isn’t just a clothing label - it’s a movement.

The ‘97-MOTIFS Aesthetic

The brand doesn’t box itself into a single aesthetic, it’s all about narration and self-expression. With an eclectic mix of prints, textures, and silhouettes, the brand caters to free-spirited, independent individuals who are still in the process of discovering their personal style. These are people who value creativity, originality, and longevity in their wardrobes.

The Final Word

At the end of the day, fashion should be personal. It shouldn’t make you question yourself - it should lift you up, empower you, and reflect who you truly are. That’s what ‘97-MOTIFS is all about.

For those seeking clothes that aren’t just stylish but meaningful, ‘97-MOTIFS offers a refreshing alternative, one that goes beyond fashion and into the realm of art, emotion, and self-discovery.

At UnderRated, we are building a community of like-minded individuals who enjoy partaking in fashion in every form. If you want to be a part of the conversation and have a captivating story to tell, opinions to share, stunning visuals, or a brand narrative that deserves attention, we have a place for you!

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