Archana Chaudhary Fashion Designer & Co-founder

Fibre2Fashion

06-07-2025

Our goal is not to chase fashion trends, but to create heirlooms
In an era where fast fashion seeks the spotlight, Pomcha Jaipur stands apart—quietly powerful, deeply rooted, and refreshingly authentic. Founded with a vision to preserve the soul of Indian textiles while making them accessible to the modern wardrobe, the brand blends regal Rajasthani heritage with thoughtful, wearable silhouettes for the contemporary Indian woman.
Whether it is hand-blocked kaftans, mirror-work angrakhas, or pastel-toned bridalwear crafted from cosmos silk and glazed cotton, Pomcha's collections are shaped not by trends, but by memory, meaning, and mood. In this exclusive conversation, Fibre2Fashion speaks with Archana Chaudhary, Fashion Designer and Co-founder of Pomcha Jaipur, to explore how the brand balances heritage with innovation, emotion with utility, and softness with strength—redefining couture and craft for a new generation.
Pomcha's collections often blend regal tradition with relaxed silhouettes. How do you decide which artisanal techniques or regional inspirations to spotlight each season?
At Pomcha, we do not just make clothes—we tell stories. Every season, my process involves an immersion period. I reconnect with the many layered forms of traditional art, explore regional fabrics, and absorb the mood and sensibility of what women want to wear today. Our collections are shaped by the deep-rooted regal history present in Rajasthan, but I always ask myself, 'How do we allow this legacy to breathe in our modern wardrobes?'
As I decide which artisanal traditions or inspiration to feature, it is between what speaks to me emotionally and what I want to articulate. Sometimes it is a forgotten block-printing cluster from a small town that will inspire me. Other times it is a certain motif from Mughal architecture or the elegance of a vintage phulkari that will inform a whole line.
We also listen to the fabric itself—what sort of story does it want to tell? Be it hand block prints on soft cottons or delicate Gotta work reimagined on wind-swept silhouettes. I find it important that each piece feels recognisable yet new, like a muted echo of traditional forms softened by time.
Our goal is not to chase fashion trends, but rather, we want to create heirlooms—pieces that feel both personal and poetic as well as unapologetically rooted.
Your use of fabrics like Chanderi, Khadi, and Banarasi silk is distinctive. How do you approach textile sourcing and innovation, particularly for bridal couture?
Fabric is our mother tongue—it informs everything we create. Couture is often perceived as heavy silks and brocades, but we are working to redefine that through materials like glazed cotton, cosmos silk, cotton silk organza, and taffeta. These fabrics allow us to explore bridal couture in a way that feels lighter, more fluid, and deeply personal.
Our textile sourcing process is both intentional and thoughtful. We source textiles including woven pieces and artefacts from weavers and artisans who understand our mentality around combining tradition with ease. For example, a cotton silk organza might be handblock printed in soft heritage motifs and layered with a sheer dupatta with handcrafted details. This kind of layering creates depth without adding weight.
Innovation for us often means creating new perspectives on how being able to take everyday textiles and see them in ceremonial light. How can glazed cotton feel regal? How can we create a structure in a cosmos silk without restricting its breathability? These are questions we are asking in our design lab.
Couture should be more than just drama; it is about emotion. Our fabrics feel like skin, move like memories, and feel like poetry. We want each Pomcha bride to feel both grounded and elevated.
The modern Indian bride is seeking both nostalgia and novelty. How does Pomcha balance the romanticism of tradition with a sense of newness in pieces like voluminous anarkalis or sheer dupattas?
The modern Indian bride has begun to rewrite her own story—and at Pomcha, we are listening. She wants nostalgia in warmth, tradition in romance, and the ability to create an identity for who she is today. Our design process is inspired by this dichotomy of past and present: to reimagine old-world charm through a fresh perspective of today.
Take our voluminous anarkalis. Yes, they resonate with Mughal silhouettes, but we redesign them to feature softer fabrics like glazed cotton or cosmos silk, delicate details in block-printing, and easy, flowy ways to wear them that allow for movement and lightness. The concept is to deliver some of the splendour without the weight.
Our sheer dupattas are another example. They are not solely accessories; they are like airy canvases, where we experiment subtly with tradition and innovation—consider the possibilities of scalloped Gotta edging, hand-printed borders, or layering sheer over sheer for depth. Part of our craftsmanship engages with textures that feel heirloom-inspired but are styled effortlessly.
It is subtle storytelling at its finest—a preserved motif, a silhouette that lingers in memory, a finish whispered through generations—all worn with a sense of now. At Pomcha, we are not merely creating bridalwear; we design emotional couture that feels timeless, tactile, and uniquely personal to every bride.
Corset blouses and structured silhouettes have seen a resurgence. How does Pomcha reinterpret these contemporary elements while staying rooted in Indian heritage?
At Pomcha, structure is never solely about silhouette—it is about form as a means of storytelling. The return of corset blouses and more structure is exciting because we have new words to describe the confidence and gracefulness of Indian women as they exist today. Yet, our interpretation meticulously weaves together that contemporary form with craft and culture.
We take corset structure, and soften it with Indian nuances, (i.e., hand block prints that are delicate compared to stiffsolids, traditional piping and dori instead of metal boning). The corsets we create breathe and reflect the human touch, unlike machine-made, hastily cut shapes.
For us, this is not about mimicking Western forms; this is about Indianising them. A choli-inspired neckline, a hint of Gotta along the bust line, and a structured blouse paired with a voluminous lehenga in heritage prints—all are ways to bring juxtaposition to life, blending the sharp with the soulful.
At the end of the day, our structured silhouettes empower, without over-empowering, whilst celebrating female form regardless of the soul of Indian craftsmanship. At Pomcha, tradition is never with limits; it is where the path of reframing begins.
Metallics are having a couture moment beyond gold and silver. How is Pomcha embracing this shift—in both bridalwear and festive collections?
We understand metallics as a mood, not merely a trend. While gold and silver have always been part of the bridal lexicon in India, the new wave of metallics (rose golds, burnished coppers, antique bronze, and even muted pewters) hold a strong feeling of understated opulence, which aligns beautifully with our vision.
In our bridalwear, we embrace this shift by weaving metallic threads more subtly into handblock motifs, layering dull gold with earthy tones, or playing with shimmer more sparingly, creating an intimate glow rather than a loud one.
We also enjoy layering textured metallics on cotton silks or Chanderis to create a soft light reflecting sensation that is regal without being ostentatious.
We play with metallics more overtly in our festive collections. You will find foil block prints in totally unexpected hues like lavender-gold or rose-bronze, and mix these with contemporary silhouettes such as wrap tops, flared skirts, or corset blouses. The concept is to create light dancing on the fabric rather than in a flashy way, as we want it to be elegant yet playful.
In the end, remember that at Pomcha, metallics do not symbolise theatrics—they represent quiet luxury, imbued with heritage, for a woman who values craft as deeply as she values celebration.
Capes are emerging as the go-to festive layer for 2025. Is Pomcha exploring this silhouette in its upcoming launches?
Capes are such a brilliant vehicle of drama and grace—and yes, they are very much on Pomcha's radar. As we look towards the future, particularly 2025, we are really embracing capes for not only a trend, but as an organic continuation of storytelling through silhouettes.
What we love about capes is their magical inherent ability to elevate a look with little (to no) effort. A simple layering piece over a lehenga, anarkali, or even a co-ord set gives a look instant elegance while still being free moving, covering, and empowering! Of course, the Pomcha version would always be tooled with craft.
The capes will be seen in sheer organza with hand block-printed borders as well as delicate zari threadwork and fluid cosmos silk with traditional tassel detailing. We have also dipped our toes into the world of detachable-cape blouses—whether worn by the bride or a spirited festive dancer, both can transform their look with a simple cape swap. After all, versatility and beauty go hand in hand.
At Pomcha, we do not see capes as a simple add-on, but rather, a tool for innovation, grounded in tradition. A cape is regal, it is useful, and it makes complete sense with the changing wardrobe of an Indian woman.
The boho-desi aesthetic—mirror work angrakhas, hand-blocked kaftans—resonates with your audience. How do you maintain this 'effortless' look while ensuring each piece is detailed and deliberate?
The 'effortless' look is often the most intentional—and at Pomcha, that is our magic. The boho-desi aesthetic—mirror-work angrakhas with matching juttis, or lounging in flowing hand-blocked kaftans—has become a love language between us and our audience. But behind that ease lies a thoughtful process of editing, history, and creativity.
We begin by grounding each piece in authenticity—our kaftans are cut for movement, and our angrakhas are draped with a nod to royal Rajasthani silhouettes, then softened for modern wear. We use airy fabrics like cotton, cosmos silk, and organza to ensure comfort, while handpicked mirror accents, subtle tassels, and wooden block prints are added with restraint and care.
The formula is balance. Nothing should feel overdone, yet every element must feel deliberate. That is where styling comes in—approaching desi wear with a fresh eye. A printed kaftan with juttis, a mirror-work angrakha worn with loose hair and no dupatta—each look says the wearer owns the outfit, not the other way around.
We do not chase the 'effortless' aesthetic—we create for it. Every drape, motif, and trim is quiet, considered, and meant to feel like second skin.
With consumers craving joy and whimsy, are 'feel-good' elements—such as playful details or pastel hues—becoming more central to your design language?
Our community has responded most to pieces that make them feel something—light or comforted, nostalgic or quietly happy. That has been how our design language has naturally shifted, towards softness, playfulness and an almost childlike delight in detail.
We have always been partial to pastel hues, not just because they are currently fashionable, but because they seem to exude calm and quiet beauty. Whether it is a pistachio green kurta with handblock florals, or a blush pink angrakha trimmed with mirror tassels, these palettes have a softness that feels like a small act of self-care, something our brand also stands for.
We also love what we call 'feel-good' flourishes, like a hidden hand-embroidered motif on the inside hem, scalloped edges, little, playful Gotta dots, or wooden block printed hearts and florals that simply make someone smile without being overpowering. These would not be considered embellishments as we do not add details just for decoration—the feelings associated with a garment practically supplant the intention of decoration. Rather, they are reminders of how clothing can still be emotionally connected, intimate, joyful and above all else, bring good feelings.
We design for the feeling, not just for the eye. Because in troubling times, there is nothing more luxurious than wearing something that brings joy to you, moves with you, softens you, or simply makes you smile.
As a homegrown brand, what does 'power dressing' mean in the context of Pomcha's interpretation of co-ords, sarees, or dhoti sets for the millennial Indian wardrobe?
At Pomcha, 'power dressing' does not mean sharp lines or shoulder pads—it means dressing with presence. For the millennial Indian woman, power lies in authenticity, ease, and the freedom to express tradition on her own terms. Our co-ords, sarees, and dhoti sets are designed to celebrate exactly that.
A block-printed co-ord in glazed cotton becomes powerwear not because it is bold, but because it lets her move through her day with comfort and grace. A dhoti set with a structured blouse or cape channels heritage with an edge—it is tradition made wearable, powerful without shouting.
Even our sarees speak this language: unstitched, fluid, and rooted in craft, but styled for the woman who might pair it with sneakers or drape it over a crop top. It is not about rebellion—it is about reclaiming identity in a way that is elegant, easy, and deeply personal.
Power dressing, to us, is about choice. The choice to be soft, to be rooted, to be bold in your own way. And as a homegrown brand, we are proud to dress women who define strength on their own terms—quietly, beautifully, and unapologetically.
In a landscape increasingly driven by visuals, how does Pomcha navigate the tension between maintaining an aesthetic and offering authenticity and craft transparency?
Although we live in a visual-first world, at Pomcha, we cherish the element of what you do not see. An Instagram grid may draw you in with a palette or silhouette, but it is the authenticity—the human hands, the time, and the process—that builds lasting trust with our audience.
Maintaining an aesthetic has never meant compromising on craft. In fact, our aesthetic is our craft. Our colours, textures, and backdrops stem from the very spaces where we dye fabrics, press blocks, and shape our story. This work is not curated for social media—we document it with honesty and intention.
We also make a conscious effort to show the behind-the-scenes: our artisans, our printing tables, our imperfect perfects. From explaining our handblock process and embracing creased cotton to sharing slightly varied dye tones, it is all about helping our audience connect with the realness of handmade.
In a fast fashion world, transparency is a quiet revolution. Our aesthetic may be soft, but our message is strong: beauty needs no filter when it is rooted in integrity.
Luxury brands are investing heavily in red carpet visibility and celebrity endorsements, often overshadowing emerging designers. What challenges does this pose for fresh talent entering the market?
The spotlight is bright—but often too narrow. While red carpet moments and celebrity endorsements undeniably shape perception and create aspiration, they can also create an uneven playing field—especially for emerging designers who are building from the ground up, not from front-row access or influencer budgets.
As a fresh voice in fashion, the challenge is not just visibility—it is validity. When luxury brands dominate every feed, every award show, every campaign, it becomes harder for young or homegrown designers to have their work seen as worthy—even when it is original, deeply crafted, and emotionally resonant.
There is also a perception barrier: that luxury equals legacy, and that newness must prove itself through association. But what I have learned with Pomcha is that the truest connection often comes from the non-celebrity moment—a bride who wears your cotton-silk lehenga and feels like herself, a customer who messages saying, 'I have never felt more beautiful.' That is a different kind of red carpet.
Of course, visibility matters. But so does vision. And I believe the future belongs to brands that can build loyal communities—not just viral moments. For emerging designers, the challenge is real—but so is the opportunity to rewrite what aspirational fashion looks and feels like.
Fast fashion is attempting to reinvent itself through aesthetic rebranding rather than deep operational changes. What are your thoughts on this trend and its implications for the wider fashion ecosystem?
Rebranding without responsibility is just surface-level storytelling. As a designer and co-founder of a homegrown brand that values slow processes, I see fast fashion's aesthetic pivot as a clever marketing move—but not a meaningful one. A warmer tone, a softer palette, or a heritage-inspired campaign can create the illusion of consciousness. But unless it is supported by ethical production, fair wages, and sustainable practices, it remains just that—an illusion.
The danger here is dilution. When fast fashion borrows the visual language of slow, artisanal brands without embracing their values, it confuses the consumer and undermines the integrity of genuine craftsmanship. It makes handwork look like a 'trend' rather than a legacy. It commodifies culture instead of preserving it.
At Pomcha, our approach is the opposite. Every piece is rooted in transparency—where it is made, who made it, how long it took. We are not chasing seasonal drops; we are creating pieces meant to be lived in, reworn, and remembered.
This trend also signals something hopeful: that consumers are seeking more meaning from their clothes. But the onus is now on brands—not just to look slow and soulful, but to be it. And that is where true transformation begins.
Delayed payments remain a major hurdle in the fashion industry, with many retailers extending payment terms significantly. How sustainable is this model for small and independent fashion businesses?
Delayed payments are not just a cashflow issue—they are also a creative and emotional burden. For a small or independent fashion business, especially a homegrown brand like Pomcha, each collection represents an investment of time, fabric, labour, and love. When payments are delayed by months, it affects more than just operations—it stalls our growth, agility, and, most importantly, our morale.
The unfortunate reality is that this model is fundamentally unsustainable. Large retailers may have the scale or preferred stock to buffer delays, but emerging designers—who strive to uphold artisan payment cycles, offer product sampling, maintain inventory, and plan future collections—cannot afford such elongated payment terms. This creates a ripple effect that impacts everyone from the tailor to the textile dyer.
Meanwhile, the creative calendar does not slow down. There is constant pressure for newness, digital presence, and regular drops—yet the payment ecosystem lags far behind. Designers are expected to keep expanding their vision or risk fading into obscurity.
If we truly care about supporting independent fashion, this is where it begins. Payment terms are not just a financial detail—they are a reflection of respect, ethics, and the kind of fashion culture we should be striving to build.
Tariff fluctuations and trade barriers are increasingly shaping sourcing and pricing decisions. How do you see these developments impacting global fashion supply chains?
Tariff shifts and trade barriers are no longer background noise—they are shaping the rhythm of fashion supply chains. As a homegrown brand that believes in mindful sourcing and pricing, we have seen firsthand how these changes ripple through even the most rooted operations.
What used to be a creative decision—choosing a fabric for its texture or fall—is now increasingly influenced by access, affordability, and regulatory landscapes. Import duties on certain raw materials, shifting bilateral trade policies, or logistic constraints can delay production timelines and impact price points, especially for small to mid-sized labels like ours who do not operate at mass scale.
But this evolving scenario also brings a silver lining: it pushes us to look inward, to rediscover the richness of our own supply ecosystem. At Pomcha, it has encouraged deeper collaborations with Indian weavers, printers, and local fabric suppliers. It has led us to explore alternatives like cosmos silk or glazed cotton not only for their beauty but also for their traceability and availability.
In the long term, I believe these barriers will spark a more resilient, localised, and transparent supply chain culture. Fashion will be less about chasing margins across continents, and more about investing in meaningful, regional ecosystems. That is where true sustainability lies—not just in fabric, but in framework.
AI-driven tools, such as those that scrape online consumer data for insights, are becoming more prevalent. What role do you think technology will play in shaping design and buying behaviour?
Technology is no longer just a backend tool—it is becoming a quiet collaborator in how we design, connect, and create. AI-driven insights, especially those drawn from consumer behaviour, are undeniably powerful. They tell us what people are searching for, how they style pieces, and what colours resonate seasonally. But at Pomcha, we believe the key is not to let data dictate design—but to let it inform it.
We are a brand built on emotion—on memory, nostalgia, and feeling. That cannot be measured by scrolls or clicks alone. What technology can do is offer context: what silhouettes are empowering women right now, what tones evoke joy, and what kind of craftsmanship people are gravitating towards. These insights can help us serve our community better, without losing the soul of our creative process.
From a buying behaviour standpoint, I think AI will continue to push personalisation—predicting what customers want before they know it. But here too, I believe consumers will crave a balance. Yes, they want relevance and ease, but they also want surprise, story, and human touch.
In the end, technology can spotlight patterns—but heart, history, and handmade detail will always shape what feels truly timeless. At Pomcha, we will continue to evolve thoughtfully, using technology as a guide—not a compass.
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.