The Whole Nine Yards expands product offering with festive line ‘Kamal Ratan’

Occasion wear brand The Whole Nine Yards has expanded its product offering with its new festive wear line ‘Kamal Ratan’ for 2024. The women’s wear line is designed to celebrate the craftsmanship of its artisans from Kashmir. 

Kamal Ratan by The Whole Nine Yards translates traditional Kashmiri craft techniques into kurta sets, sarees, and kaftans in hues of lilac, crimson, orange, ivory, and blue, the brand announced in a press release. The new line has launched on The Whole Nine Yards’ direct to customer e-commerce store as well as in a selection of multi-brand luxury Indian fashion boutiques such as Pernia, Aza, and Ensemble with prices on request.
 
“Kamal Ratan is a symphony of culture and couture, where embroidered whispers of craftsmanship echo through each attire,” announced the brand in a press release. “It is a celebration of heritage meeting couture, where the collection comes to life draped in the legacy of a thousand traditions. This exceptional collection showcases exemplary craftsmanship and an amalgamation of exquisite craft that resonates with the vivid emotions surrounding the divine nature of Indian weddings.”

The brand works with artisans in villages across Kashmir who specialise in the region’s traditional ‘Tilla Dozi’ craft technique. The brand’s designs put hand embroidery front and centre and The Whole Nine Yards describes itself as a slow fashion label. Designer and entrepreneur Neha Chawla launched The Whole Nine Yards after studying in the US, France, and India.