Utkalamrita, a fashion brand deeply rooted in Odisha’s rich textile and cultural heritage, made a powerful impression at Bhubaneswar Runway Week Season 10, where it debuted its “Divyachitra Collection” on the ramp. Under the creative direction of Amrita Sabat, the collection offered a contemporary spin on traditional Odia art forms — particularly Pattachitra, a form of classical painting — by weaving mythological tales from the Ramayana into luxurious sarees using golden line art.
The show, held at the WelcomHotel by ITC, featured prominent figures from Odisha’s cultural and entertainment world. Renowned Odissi dancer Saswat Joshi and Ollywood actress Jagruti Rath walked the ramp, bringing an air of elegance and authenticity to Utkalamrita’s tribute to Odisha’s stories.
At its core, Utkalamrita’s vision is about more than fashion — it’s a celebration of Odisha’s weavers, artisans, and traditional crafts. Through this runway showcase, the brand reinforced its commitment to preserving local handlooms while elevating them for a modern audience.
The runway debut marks a significant milestone for Utkalamrita, which has already created a name for itself by curating Odisha’s GI-tagged heritage products — including handloom textiles, Pattachitra art, and other traditional crafts. Designers and fashion insiders say that presentations like these are helping to reestablish Odisha’s craft traditions in high fashion, bridging the gap between heritage and contemporary style.
