Huma Qureshi, in partnership with Indian handloom label Dressfolk, launches Freefall, a new saree brand built around a simple idea: putting the woman, rather than the occasion, at the centre.
The collection brings together expressive design and handwoven textiles from Chanderi, Varanasi and Kutch, with each saree created in collaboration with master artisans and taking more than 50 hours to make. Freefall brings these distinct weaving traditions into a collection shaped by Huma’s personal relationship with the saree.
“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,” says Huma Qureshi.
Nitin Mehrotra, Founder, Dressfolk, said, “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.”