The famous accessory designer Mawi Keivon has just signed up for a partnership with an Indian fashion e-store. The Indo-British store named Koovs and together the designer is to create a new line of bags, jewellery and T-shirts called MAWI X KOOVS.
Until now Mawi concentrated on her business from London, being able to reach important celebrities both from Bollywood and Hollywood such as Kareena Kapoor, Rihanna, Selena and Deepika Padukone. Recently she decided to expand her business in India, which is also her place of birth, searching for online partnerships and a possible collaboration with Indian retailers.
She began her career with the intention to become a well-established label for the international market and now that her purpose has been achieved, she is exploiting the possibility that the huge fan base in India can provide to her. Moreover this year she participated for the first time in Lakme Fashion Week, 12 years after her debut.
Her collections are focused on never-ending fashion pieces, that is she trys to turn the vintage in something more contemporary. The fashion Industry is always looking for new materials, new shapes and new designs, so she uses classical and traditional materials like precious gems and stones, to turn them into something new that are not subjected to fashion and times, but will remain updated and relevant for the next 10 years.
Her creations are inspired by her Northeast tribal heritage and sometimes developed in cubist figures and architectural shapes. Using this new collaboration with the online store, she wants to focus on young people and to reach them, as she thinks it is very useful. They represent a big market and can be reached easily in this way, not compromising the quality of her creations.
During these years Mawi has collaborated with a lot of fashion brands, such as Selfridges, Swarovski and so on, thus this latest partnership has all the credentials to become another success for her career!