by CITRUS

Breathe in the woods as it beckons me to such familiar unknown depths that whisper to me tales of passion and a ubiquitous longing. The leaves rustle underneath my bare feet, conveying an odd assurance of awe and comfort. I have your presence woven into the folds and curves of my body, dotting my emotions in the most innocent patterns of nature. I keep looking out for you tirelessly into the distance, won’t you come and free me again?

I keep looking out for you tirelessly into the distance, won’t you come and free me again?

Brand “CITRUS”, promoted and owned by Citrus Fashions Pvt. Ltd., a company incorporated in India, launched their collection of high fashion scarves and other fashion accessories in the year 2007.Brand Citrus kickstarted with the humane and novel aim of weaving the traditional in terms of technique into the very fabric of contemporary designing, realising the immense potential that lay amongst the huge workforce of ultra skilled craftsmen, steeped into unemployment by virtue of mechanical invasion, who could be rightly utilised for ensuring uniqueness and that human touch, which is so integral in creating a product at Citrus.The very essence of our products at Citrus lies in this interweaving of human touch and emotions, the confluence of which traces the end result that we love to flaunt around, back through its very path of care and fondness that go into its making and bring to life the very naturalistic element of the product we call love. Yes, at Citrus, we create love, wearable tangible love.Citrus has, in nine years, been able to carve out an enviable niche for itself in the fashion industry, having established a reputation for itself as a sustainable brand that excels in tastefully crafted unique design ideas. Citrus takes pride in having revolutionised the very notion of a simple scarf from being a mere wrap around cover cloth to a stunning and compulsory fashion accessory. Even as we speak, the brand is continuously expanding, with its absolutely novel and irresistible designs being retailed at leading departmental and multi label stores across the world.The brand identity of Citrus is of a pompom scarves company and long silk beaded necklace jewels but more than that people love us for our unique styling in the way we mix our prints and embroider them. The brand is very popular for its colour story. Citrus is being positioned as one of the most popular scarves and accessories brand not only in Asia but also in the American market. Citrus scarves and jewels have been featured in the famous magazines all over the world.The brand is noted largely for its signature pompon scarves and gorgeous long silk beaded neckpieces that add the desired definition and edge to any fashion statement. However, what we are primarily loved for, is our unparalleled styling in the manner in which we blend in the best of prints with the most unique of embroidery to produce an absolute masterpiece of craftsmanship.Citrus collection is designed by a team of diversely talented and enthusiastic designers under the supervision and guidance of Creative Director Madhu Killa, and her sister Rinkle Jain, who has ushered a vibrant youth vibe to the collection. The team of 72, exuding zeal and creativity, also holds social issues as a very integral part of the brand’s creation.Citrus recently opened their Company owned design office in the hub of art and fashion, in Florence, Italy. Citrus has an extensive manufacturing unit, complete with in-house handloom weaving, printing and dyeing units, which helps us in producing quality goods and adhering to expected delivery schedules.Citrus is currently concentrating on high fashion accessories like scarves, stoles, wraps, shawls, brooches and fashion jewellery that will create a difference, not just in the industry of fashion, but in the individual lives of our innumerable customers.

ABOUTCITRUS

Madhu KillaMadhu is a radio physicist by education, but her passion for design and textiles got her into the world of fashion. She left her promising career in radio physics and joined National Institute of Fashion Technology, to understand design basics.She launched brand CITRUS in 2007 and showcased her maiden collection at the Paris Fashion Week at the Workshop Salon, where it was very well received by prominent names in the trade like Baycrews and Saks Fifth Avenue. Citrus today retails at the most prestigious departmental stores and multi label outlets across the globe.She has created a unique signature using skilled artisanal resources from India and adopting it for a global market. Her innovations using prints, weaves and embroideries from India, has brought her many accolades.Her hand crafted creations are a perfect antidote to the tech savvy & industrially made products. She started her career with the Handloom Weavers and Fair Trade Weaver’s Society in Bengal, who were working hard to stop the exodus of handloom weavers into other lucrative professions. The first collection was created in 2007, using simple textiles made by these weavers. It was embellished by handmade pompoms, which became the signature of the label. The collection was very well received at Paris Fashion Week. Her efforts to integrate and educate the weavers to weave the new designs more apt for the international market has been acknowledged world over.Madhu is an avid and passionate traveller. She travels across continents and time zones very frequently. Her travels provide her with constant ideas and inspirations, which are reflected in her collections. She indulges all her senses to draw her inspirations. The travels also enable her to understand the needs of the global market. Her acumen lies in uniquely juxtaposing her inspirations with the artisanal resources and techniques available in India. Like all creators, she wants to venture into the unknown each time and is reluctant about repetition and the mundane. Her design philosophy is quintessentially explorative, experimental and expressive.

Rinkle JainRinkle, a Chartered Accountant by profession has no formal training in fashion and textiles, but she is naturally gifted with the intuitive creative understanding that surpasses the ordinary. She has been creating innovative designs from commonly available fabrics and has always been able to achieve the extraordinary. She pushes her creative boundaries out of the comfort zones and take them to more edgy and innovative grounds. Her dedication, sincerity and hard work has helped her transform into a mature designer who knows the signature of the brand.She has a bohemian chic style with keen attention to details. She brings in a strong element of youth through her free-spirited approach to design.

DESIGNER PROFILE

Stop trudging across miles and hours of futile quest. Stop! Feel the fresh wet earth after a midsummer day rain pressing against my tired feet aching with memories they are running away from. Touch them lightly with your lips, run your finger along the veins. Do you feel the warmth of my freedom in place of the shambles that used to weigh me down? Do you feel life sprouting out of the minuscule beads of pearly lustre that adorn the same places that were worn with scars? I’ve looked at life from both sides now, won’t you come and live me again?

Feel the fresh wet earth after a midsummer day rain pressing against my tired feet aching with memories they are running away from...

Pay heed to the creepers, growing on my skin as they will tell you about us, our fiery magnificence frozen in time, like the last drop of the waning scarlet sun smeared against the tired sky waiting to embrace the dark solace of night. Your lingering essence, sprinkled with stardust, engulfs me like the gentle soft moss battling against time. You tug at the odd chords of my being, won’t you come and play me again?

Your lingering essence, prinkled with stardust, engulfs me like the gentle soft moss battling against time.

Listen to the winds as they twist and turn and tousle my soul, tangling my words into odd twists of sentences as they leave my lips. The sparkling gossamer of petty belongings is long gone now, the roses have wilted, the thorns cannot sting me anymore. Do you recognise this shadow of hushed mystery that enshrouds me? The breeze lifts up my spirit these days, talks to me, teases me. As I hold myself closer, I’m not afraid to let them chill my bones tonight. Won’t you come and warm me again?

The breeze lifts up my spirit these days, talks to me, teases me.

Oh surprise me! With that caramel flavoured sun, the purple tinted kiss of the clouds and that candy coated rainbow that stops just beneath my window. The cuckoo brought some delightful tidings today. The coffee hasn’t been brewed this perfectly in ages. I didn’t know the shower could feel this good as it soaked me to the soul. My eyeliner’s on fleek, the shoe bites are gone, hello stilettos! I don’t remember a more perfect start to a day. Hey, won’t you come and celebrate me again?

I didn’t know the shower could feel this good as it soaked me to the soul.

Wrap my laughter in sparkly little bubbles, I want to take it away with me, tucked away in my silk pouch of tiny belongings. I cannot watch it evaporate among the leaves, escape your careless eyes, evanescent amidst unfelt oblivion. I’ll travel to the distant stars today, splashed against the sky beaten black and blue, I’ll sip my diamonds for merriment, wash my hair in gold, and I’ll watch you, meddling with my thoughts and memories and you struggle to hold back the sands of time. Won’t you come and bid me goodbye at last?

I cannot watch it evaporate among the leaves, escape your careless eyes, evanescent amidst unfelt oblivion.

Behold the fog, pursed lips and flushed cheeks, ogling at me with envy and rage. They called me beautiful and gorgeous and enchanting and divine. I chuckled in resonance with the cold metals playing against my wrists and the beads adorning my neck. Your worldly adjectives, grounded and rooted and tangible and sublime, cannot describe me anymore. Shut out the moon, pack away the waves, I’ll sway to my beats today. Won’t you come and dance with me again?

I chuckled in resonance with the cold metals playing against my wrists and the beads adorning my neck.

Look at the waves rushing over to take us, to places we always longed to get lost together in, paddle away into the limitless oblivion, embrace the generosity that the horizon has to offer. The horizon that fades into yesterday, weeping of a somber melancholia, it still opens up into you and me. The chains that held you down have rusted into powerlessness, break free, let go, hold my hand, let’s elope to the dazzling valley of peace that we created and ignored. I know how to ride the waves this time, won’t you come and hold me again?

I know how to ride the waves this time, won’t you come and hold me again?

ADDRESS

INDIA OFFICECitrus Fashions Pvt. Ltd.19, Canal South RoadSDF-3 , 1st Floor Unit - F-008,Kolkata - 700 015, INDIAPhone no. +91-33 4000 1100+91-33 4016 1234Fax No. : +91-33 4000 1121Email : info@citrusfashions.comWeb : www.citrusfashions.com

ITALY OFFICECitrus Fashions Pvt. Ltd. , Florence Branch.45 Via Dell Oriuolo1st Floor50122 Florence, ITALYE mail : florence@citrusfashions.comWeb : www.citrusfashions.com

Makeup: Bhaskar and SandipModel: Candice Styling: Madhu, Rinkle and SwarupPhotography: Swarup DuttaConcept & Design: Swarup and Sumanta for Hijibiji DesignsText: Mahashweta Bhattacharya for Higibiji Designs