In the heart of Lucknow, a city renowned for its cultural opulence, lies a craft that has withstood the test of time—chikankari embroidery. Yet, as India strides into a modern era, many artisans behind this intricate art form have found themselves battling for survival, struggling to adapt to changing market demands. Enter ADA, a brand that not only revives chikankari but also redefines it for the modern world.
Founded with a mission to preserve and promote this centuries-old craft, ADA has transformed chikankari into a symbol of sophistication and cultural pride. The brand has introduced innovative designs that go beyond the traditional white-on-white embroidery. Fusing techniques like zardozi, aari, kaamdani, and abla work, ADA crafts unique pieces that cater to contemporary fashion sensibilities while honoring the heritage of the art form.More than just a fashion label, ADA has become a lifeline for artisans who once considered abandoning their ancestral craft.
“We’ve seen the younger generation move to other professions because there wasn’t enough appreciation or income from chikankari. ADA has changed that,” says an artisan associated with the brand. By offering fair wages and consistent work, ADA ensures that this intricate skill stays alive.The brand’s creations cater to a wide audience, from brides seeking a touch of tradition in their wedding attire to everyday wear for those who love understated elegance. ADA’s commitment to quality and innovation has made it a beloved name, not just in India but globally. As conversations around sustainable and ethical fashion grow louder, ADA serves as a shining example of how traditional crafts can find a place in the modern market.
