Having worked extensively in the fashion industry in New York for 14 years,
Medha decided to shift back to India to start on her own with ANOMALY.
ANOMALY designs clothing you can experiment with and use for years to come.
The Idea is - to get developed fabrics from weavers across India and then translate that into
“It transformed into a more concrete idea when we understood what it would mean to people.”
A work-wear brand, using only Indian fabrics.
We wanted to break the pre-existent aesthetics when it comes to clothing in India, and encourage a shift to more practical, high-quality line of designs with staples you can wear throughout the day.
From finding the right kind of people for the team for the designs and for the work, to the management style - everything is a perfect fit.
They are an accurate extension of the brand and showcase everything ANOMALY portrays.
“..Going forward, I’d like to explore more in menswear, do more limited collections and maybe even open a store - a place for the customers to really gain experience of the brand and it’s essence.”
“A new twist to the same idea - but make it more classic.”