Tasva, the esteemed Indian menswear brand operated by Aditya Birla Fashion and Retail Ltd., has entered into a notable collaboration with renowned designer Tarun Tahiliani. This partnership solidifies Tasva’s role as the ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024, sanctioned by the Indian Olympic Association (IOA). The objective is to showcase India’s vibrant cultural heritage on a global platform through a seamless blend of traditional and contemporary fashion elements. The ceremonial outfits curated exclusively for the Indian athletes will embody not only sophistication and cultural richness but also exemplify modern design sensibilities.
Commenting on the partnership, Tarun Tahiliani, Chief Design Officer, Tasva, said, “The aim was to create a look that represents our cultural heritage, incorporates the colours of the Indian flag, and, most importantly, embodies a new, dynamic, agile, and youthful India. We wanted the athletes to feel comfortable yet look formal, with tailored shapes that make them confident as they set out to represent our vibrant country. Tradition is honoured while standing on a global sporting arena.”
Ashish Mukul, Brand Head, Tasva, expressed his excitement about the partnership by stating, “We are honoured to be the ‘Official Ceremonial Dress Partner’ for the Indian team at the Paris Olympics 2024. At Tasva, we believe in celebrating the spirit of India, and this partnership allows us to showcase our rich heritage and contemporary style. We look forward to contributing to the memorable journey of our athletes and feel privileged to support them as they strive for excellence on the world stage.”
T. Usha, President, Indian Olympic Association, commented on the new partnership: “We are delighted to welcome Tasva as our ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024. The elegant designs and commitment to excellence that Tasva embodies will ensure that our athletes not only perform at their best but also represent India with pride and style. We are confident that this collaboration will add a new dimension to the Olympic experience for our team.”
This initiative aims to make a resounding cultural and stylistic impact, reinforcing India’s presence at the prestigious global sporting event in Paris with elegance and pride.
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