For the Love of Bollywood: Reimagining Streetwear Through a Feminine Lens

For the Love of Bollywood: Reimagining Streetwear Through a Feminine Lens

Dear Devi Community,

As sisters of South Asian descent raised in America, our love affair with Bollywood runs deep. From the vibrant dance sequences to the timeless romance, Bollywood has been a constant source of inspiration and joy in our lives. It's not just entertainment – it's a celebration of our culture, our heritage, and the power of storytelling.

Growing up, we reveled in the magic of Bollywood, immersing ourselves in its rich tapestry of music, fashion, and drama. But as we navigated our own paths in the world of fashion, we realized that there was something missing – a representation of our love for Bollywood infused with a modern, feminine perspective.

For us, Bollywood is more than just a source of nostalgia – it's a reflection of our identity, our values, and our aspirations. With each collection, we pay homage to iconic Bollywood moments, reimagining them through our unique lens of femininity and empowerment.

Take, for example, our "Lucky You" design, inspired by the timeless style of Madhuri. From bold prints to vibrant colors, each piece captures the essence of retro Bollywood glamour while adding a modern twist that speaks to the confident, independent woman of today. As you wrap yourself in its warmth, the back reveals the timeless Bollywood line "Choli Mein Dil Hain Mera," a poetic reminder of the depth and resilience of a woman's heart.


What set “Choli Ke Peeche,” apart was its unabashed exhibition of overt, selfishfemale sexual desire. Ganga engages in lyrical dialogue with a more sexuallyexperienced older courtesan, Champa Didi (Neena Gupta). The song is aconversation between the two; we are but mere eavesdropping voyeurs. SingerAlka Yagnik lends her youthful voice to Ganga, while husky-voiced Ila Arun,always on the edge of a moan, sings Champa Didi’s parts, as she cheekily asks Ganga, “choli ke peeche kya hai?” (what’s behind your blouse?). The answer isobvious: her dil (heart), of course!

But our love for Bollywood goes beyond just aesthetics – it's about celebrating the diversity, resilience, and strength of South Asian women on and off the screen. Through our designs, we strive to create a space where women of all backgrounds can see themselves represented and celebrated – where Bollywood meets streetwear, and tradition meets modernity.

As sisters, entrepreneurs, and proud members of the South Asian diaspora, we invite you to join us on this journey of self-expression, empowerment, and love. Whether you're a Bollywood aficionado or simply someone who appreciates beautiful fashion with a story to tell, there's a place for you in the House of Devi community.

So here's to the love of Bollywood – to the memories, the music, and the magic that continue to inspire us every day. And here's to the future, where we'll continue to weave our favorite Bollywood moments into the fabric of our lives, one streetwear piece at a time.

With love and gratitude,

Shital & Amisha

Founders, House of Devi

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