Actor Huma Qureshi has partnered with Indian handloom label Dressfolk to launch Freefall, a new saree brand focused on contemporary designs rooted in traditional Indian craftsmanship.
The brand is built around the idea of placing the woman, rather than the occasion, at the centre of saree dressing. The debut collection features handwoven textiles from Chanderi, Varanasi and Kutch, bringing together different weaving traditions across the range.
Each saree is created in collaboration with master artisans and takes more than 50 hours to craft. Dressfolk is serving as Freefall’s design, craftsmanship and production partner, while Qureshi is leading the brand.
“With Freefall, I wanted to explore that space where heritage meets the way we live today. The intention was to create sarees that feel effortless and contemporary while still retaining the soul of the craft behind them. Ultimately, it is about feeling like yourself in what you wear,” said Qureshi.
Nitin Mehrotra, founder, Dressfolk, said the collaboration aims to present traditional craftsmanship in a contemporary context without diluting its essence.
“Working with master artisans across Chanderi, Varanasi and Kutch, we have created a collection that respects the depth of the craft while placing it in a context relevant to how people dress today. The intent was never to dilute the craft, but to create the right context for it to be discovered and appreciated by a wider audience,” said Mehrotra.
