New Delhi, Aug 11: A childhood memory of his mother’s admiration for white clothing has become the creative foundation of a fashion label for Bihar-born designer Aman Verma, who is seeking to challenge traditional perceptions associated with the colour.Verma, 32, founded Delhi-based label Shwetanga in 2021 after years of training and professional experience in the fashion industry.
His collections are characterised by ivory and white tones, sculptural silhouettes, textured fabrics and contemporary interpretations of traditional Indian clothing.Growing up in Gaya and Nawada, Verma noticed that his mother admired white saris but rarely wore them because white has traditionally been associated with widowhood and mourning in several Indian communities.
The observation stayed with him and later became a central idea behind his label. For Verma, the colour represents more than an aesthetic preference and reflects questions about social customs and individual freedom.Verma’s journey into fashion began during his school years when an interest in sketching and painting gradually developed into a passion for design. Despite being expected to pursue conventional careers such as engineering or medicine, he decided to prepare for the National Institute of Fashion Technology entrance examination.
He secured admission to NIFT Gandhinagar, marking his first major move away from Bihar. After completing his studies, Verma worked with designer Shamal Bhumika in Ahmedabad and later joined the Delhi-based design house Shivan and Narresh.
These experiences helped him develop skills in embroidery, textiles, textures and conceptual craftsmanship.His decision to establish his own label was also shaped by personal tragedy. Verma lost his mother to COVID-19 in 2020 and his father the following year after his health deteriorated.
The losses left him struggling emotionally, but conversations with a close friend eventually encouraged him to return to his long-held ambition of creating an independent fashion label.Shwetanga, launched in 2021, became the result of that journey. The brand name combines “Shwet”, referring to white, with “Anga”, a word associated with clothing in Bihar.Verma draws inspiration from personal memories and everyday Indian clothing rather than relying exclusively on conventional fashion trends.
His work has incorporated elements associated with regional textile traditions, including gamcha and Manipuri weaving, while presenting them through contemporary silhouettes.His work gained wider attention after a social media video featuring his collection showed models walking through a narrow village street in Bulandshahr, Uttar Pradesh, instead of a conventional fashion runway.
Several celebrities, including Sharvari, Nia Sharma, Isha Malviya and Pratibha Ranta, have also been seen wearing his creations, helping the label reach a wider audience.Beyond fashion, Verma has been vocal about the need to preserve India’s traditional textile and craft heritage.
He believes greater awareness of indigenous crafts could help ensure that traditional techniques and the communities practising them do not disappear.He has particularly highlighted Tangaliya weaving, a traditional Gujarati craft known for its distinctive woven patterns, as an example of a heritage technique that deserves greater recognition.
Verma also believes younger consumers are becoming more confident in developing their own fashion identities. He credits social media with exposing Gen Z to diverse global influences while encouraging experimentation and individual styling.Despite growing recognition, Verma says he prefers to expand Shwetanga gradually rather than pursue rapid commercial growth. His approach remains focused on allowing each collection to develop organically.
For the designer, fashion is ultimately a way of connecting personal memories, cultural heritage and contemporary expression.Shwetanga’s journey thus reflects how a childhood observation and deeply personal experiences can evolve into a modern fashion identity rooted in Indian craftsmanship and regional memories.
