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Hero — full length, 3:4
ISHQ
ETHNIC COUTURE
ISHQ
Hand-worked ethnic wear from Dehradun, cut to your measurements.
Made to orderNothing is mass cut
Free shippingOn orders over ₹5,000
7-day exchangeFit adjusted free once
WhatsApp a stylist9am to 8pm, every day
Where would you like to begin?
Four doorways, cut to the shape of the jharokha windows in old havelis.
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Atelier hands — 4:5
Nothing here exists until you order it
Every piece is cut after the order lands. Your measurements go on paper, the cloth is chosen, and eleven people touch it before it reaches you. That is why it takes five weeks and why it fits.
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How a piece is made
Four stages, in order. Roughly five weeks from the day you press order.
One
Pattern
Your measurements are drafted onto paper and cut as a block.
Two
Marking and cutting
Chalk on cloth, grain checked twice, then cut single layer.
Three
Hand work
Zardozi or chikankari on the frame. The longest stage by far.
Four
Finish
Linings, hooks, press, and a final fitting before it ships.
See it on you before you buy
One full-length photo. Choose a piece. We return the drape, the length and the fall on your own frame.
Your try-on appears here
Make it yours
Pick the ground, the silhouette and the hand work. The price moves as you do.
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Customise studio — 4:5
Ground colour
Silhouette
Hand work
₹46,500
Chikankari · ready in 5 weeks
Where we measure
Four numbers get you a standard size. Six get you made to measure. A tailor calls to confirm before cutting.
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Fit reference — 4:5
Bust
Waist
Hip
Length
| Size | Bust | Waist | Hip |
|---|---|---|---|
| XS | 32 | 26 | 35 |
| S | 34 | 28 | 37 |
| M | 36 | 30 | 39 |
| L | 38 | 32 | 41 |
| XL | 40 | 34 | 43 |
| XXL | 42 | 36 | 45 |
All measurements in inches, taken on the body and not over clothing. Blouses are cut with two inches of let-out at the side seam.
Made with others
Short runs with weavers, printmakers and artists. When they are gone, they are gone.
Worn by
Four campaign models, photographed for ISHQ. Hover any frame to shop what she has on.
New this week
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The Dehradun store — 6:5
Come and be measured
Rajpur Road, Dehradun. Tuesday to Sunday, 11am to 8pm. Bridal appointments run two hours and include the full trial rail.
Questions we get
How long does an order take?
Two weeks for a kurta set, three for a saree, four for an anarkali and five for bridal. Hand work is the long part, not the stitching. We message you a photo at the hand-work stage.
Can I order if I am not in India?
Yes. We ship worldwide with tracking. Duties are paid by you on arrival. Made to measure is the better choice from abroad since exchanges take time.
What if the fit is wrong?
We adjust it once for free within seven days of delivery. If you are in Dehradun, bring it in. If not, send it back and we cover the return leg.
What happens to my try-on photo?
It is processed to create the image and deleted within 24 hours. It is never used to train a model and never shown to anyone outside the order.
Do you take custom bridal briefs?
Yes, starting at ₹85,000 with a four-month lead time. Bring a mood board or your mother's saree and we will work from it.