Actor-couple Richa Chadha and Ali Fazalon Thursday launched their fashion label Ehaab Couture, dedicated to celebrating the art of Chikankari embroidery.
According to a press release, Ehaab Couture is inspired by the cultural richness of the city and encapsulates the essence of tradition, nostalgia, and old-world charm.
"The name 'Ehaab' means the art of gifting and ties in with who Richa and Ali are as people having always backed the right kind of causes. With this, their motive is to help preserve an art form and empower an entire community of artisans from Lucknow," it said.
The fashion venture is also an attempt to honour the "legacy of artisans who have safeguarded India's handcrafted heritage for generations".
"Chikankari is Lucknow's gift to the world. With this venture, we envision fashion as a medium of love, where each piece is crafted by hand, carrying the soulful essence of the artisans who meticulously weave every thread," Fazal said.
Chadha, 37, said their collaboration with the artisans of Lucknow is rooted in compassion and respect.
"Ehaab Couture invites you to experience the magic of handmade craftsmanship and join us in our mission to preserve one of India's many culturally significant art forms," she added.
Chadha and Fazal, 37, recently launched their production banner Pushing Buttons Studios. Their first film, Girls Will Be Girls, bagged two awards at the 2024 edition of the Sundance Film Festival.
Then vs now: 20 years later, the Jonas Brothers are still setting the stage on fireGetty Images 
Then, now, forever Jonas — a legacy 20 years in the makingGetty Images
Then, now, forever Jonas — a legacy 20 years in the makingGetty Images
Still burning up: the Jonas Brothers celebrate 20 years of music, memories, and mayhemGetty Images
Brotherhood, bangers, and big dreams — the Jonas formula that never failedGetty Images
20 years, five albums, and zero chill — the Jonas Brothers are still the momentGetty Images
From first gigs to global stages — every era of the Jonas Brothers has been iconicGetty Images
They’ve changed outfits, sounds, and eras — but the Jonas charm? UntouchableGetty Images
Then, now, forever Jonas — a legacy 20 years in the makingGetty Images
Pop power trio: how the Jonas Brothers became a multigenerational phenomenonGetty Images
From the Disney Channel to sold-out arenas — here’s how the Jonas Brothers did itGetty Images
From teenage dreams to timeless tunes — the Jonas Brothers have truly come full circleGetty Images
A still from Love You, India’s first AI-generated film created without actors, technicians, or crewInstagram
Caste-based controversy surrounds Phule director Anurag Kashyap, with FIRs filed and heated discussions across IndiaGetty Images