Linen Club Woman, a new line of contemporary linen and linen-enriched ethnic wear, is an elegant tribute to the modern woman who follows her passion

Our world has countless fibres, but the epithet 'timeless' is bestowed only upon a select few. Linen is one of them. Traces of linen, which is made from the flax plant, have been found in prehistoric times and in ancient Egypt. It's considered one of the world's first textiles, if not the first one. During medieval times, the fabric was mainly used by royalty and thus became associated with aristocracy. With a softness that belies its strength, linen is cool to touch and highly breathable. It is also one of the most sustainable fibres on the planet, which is why its appeal endures millennia on.

Although linen is today much more commonplace, it still retains its aristocratic appeal and light, airy elegance. It is, therefore, the perfect complement for the fashion-conscious Indian buyer who takes her passions seriously while wearing her sophistication lightly. And as a tribute to the contemporary Indian woman who boldly follows her passion, Jaya Shree Textiles (an arm of Grasim Industries Limited) has launched Linen Club Woman – a line of ready-to-wear linen and linen-enriched ethnic garments that suit every form and pursuit of passion.

The Linen Club Woman range, positioned as the 'Feels like Passion' collection, is characterised by contemporary and elegant ethnic designs that are perfect for every occasion, from the boardroom to club, and social events to celebratory occasions. Made with the world's finest flax sourced from France and Belgium, the range features a classic fusion of modern and traditional elements combined with an astute attention to detail.

Linen Club Woman is the latest offering by Linen Club, a premium, linen-focused fabric brand that is a market leader in the linen category in India. It has a ready-to-wear linen menswear brand, Linen Club Studio, and a linen-blended menswear brand, Cavallo. Linen Club Woman has been launched to strategically fill the gap in the apparel market for the affluent modern buyer who wants her wardrobe to reflect her elegant and authentic lifestyle.

Jaya Shree Textiles, the company behind the brand, introduced linen in the Indian market in 1949. With over seven decades of experience, the company is among India's most distinguished linen fibre manufacturers. The addition of Linen Club Woman is an effort to make its fine fabrics and impeccable designs available to a wider audience.

"The new category stands as a tribute to all the passionate women who breathe and live their passion," says Mr. Satyaki Ghosh, CEO – Domestic Textiles, Grasim, Aditya Birla Group. "Our extremely talented and dedicated team has been a part of curating this collection and ensuring elegance with comfort is offered to our women consumers."

The Linen Club Woman range will be available on the brand website www.linenclub.com. Additionally, the products will be available on Myntra, Tata CliQ, Tata CliQ Luxury, and Amazon. The brand also provides its consumers with a seamless omnichannel ('touch and feel') experience at its five exclusive brand outlets across Mumbai, Delhi, Kolkata, and Bengaluru.