Fashion label, ituvana, encourages self-expression, individuality, and conscious consumerism through the medium of fashion. Born in the fall of 2019 by founder Lylah Shaw, the brand merges the rich traditions of Indonesian and Indian culture with a modern sensibility to create clothing that feels both timeless and personal. Each limited collection is a testament to the beauty of high-quality, natural fabrics and artful craftsmanship, designed to be re-worn and cherished as statement pieces.
In this conversation, Lylah shares the inspiration behind ituvana, her design process, and the vision for the brand’s future, which includes expanding beyond clothing to foster deeper connections with her audience.
Lylah Shaw
FASHION AS A MEDIUM FOR STORYTELLING
ituvana was born out of my passion for film and fashion. Growing up surrounded by artists from diverse walks of life, I was inspired to create something beyond just clothing, a space for connection, self-expression, creativity, and meaningful change.
My journey began with Donna Karan’s luxury lifestyle brand, where she inspired me to see fashion as more than just clothing, it was about collaboration, preserving culture, and raising awareness. At the same time, I was studying film at Stella Adler, torn between my creative passions—film, fashion, and design. Ultimately, I decided to combine them all, which helped me develop my unique voice and solidified ituvana’s values of conscious consumerism. This journey pushed me to think differently and reimagine fashion as a medium for storytelling and connection.
‘itu’ means ‘the’ in Indonesian, and ‘vana’ means ‘forest’ in Hindi and ‘ultimate bliss’ in Sanskrit—encouraging the discovery of individual style through self-expression, using the finest natural fabrics.
DESIGN PROCESS
Intuitively, emotions and personal experiences are everything in my design process. As I grow and evolve—whether it’s as a person, an artist, a sister, or a daughter, that naturally translates into what I create. How we dress says so much about who we are, how we want to show up in the world, and even who we want to become. I focus on inclusivity and versatility, with free-flowing silhouettes that can be worn in so many different ways. Each piece is made to feel personal, so whoever wears it can make it their own.
TRADITIONAL AND MODERN
A lot of our silhouettes are rooted in tradition—like our kurtas or kantha embroidery—but the way we work with them feels fresh and modern. For example, we pair traditional stitching and signature applique work with minimal, natural fabrics like silks and linens or create innovative pieces like our sari dresses, which feature a fitted jersey long dress with an attached pallu for ease and functionality. We recently transformed our heirloom pashminas from Kashmir into versatile everyday wear.
We aim to honor heritage techniques and craftsmanship but make them relevant for today. I imagine the woman wearing our pieces—she’s on the move, has a passion to reconnect with the outside world and values timeless elegance. It’s about creating pieces that feel authentic but also effortless and versatile for her life.
FUTURE ASPIRATIONS
I see ituvana evolving into something more physical in the future; through collaborations, immersive presentations, and creating spaces where people can connect with the brand in meaningful ways. It’s not just about the clothes but about how fashion can deepen our connection to ourselves and the world around us.
In terms of design, I aim to stay true to our values—timelessness, free-flowing ‘re-wearable’ statement pieces, and working with the highest quality fabrics, creating pieces that feel authentic, that make an impact, and that people can wear and love for years to come.
I would love to collaborate with like-minded brands to work toward greater causes—whether it’s spreading awareness, inspiring change, or creating meaningful conversations about fashion and its place in the world. I wish for ituvana to feel dynamic, always evolving to push boundaries and do things differently. Whether through unique shows, experimental campaigns, or reimagining how collections are experienced, the goal is to innovate while staying true to our core values.
Words Paridhi Badgotri
Date 03.02.2025
