What’s Cooking at IDLI? (Hint: Not Just Clothes)

IDLI isn’t a fashion brand. It’s an aesthetic philosophy.

The store unfolds like a well-composed sonata:

First Movement: Womenswear that feels like wearable art-think hand-dyed silks, meticulously hand-embroidered jackets, and breezy, bohemian kaftans.

Second Movement: Accessories that flirt with bold colors and quirky forms-scarves, bags, and jewelry that command attention without raising their voice.

Finale: Decor & furniture-a visual crescendo of cushions, rugs, lamps, porcelain, and furniture pieces that are so intricately detailed, they might as well come with their own sonnets.

The Craftsmen: Artists in Disguise

Behind every IDLI creation lies the handiwork of India’s unsung heroes: its artisans. Thierry doesn’t simply employ craftsmen; he collaborates with them. Think of it as a beautiful pas de deux where traditional Indian techniques like block printing, tie-dye (or Bandhani), zardozi embroidery, and screen printing pirouette to a Parisian rhythm.

During the pandemic, while the world slowed down, IDLI sped up. With artisans and workers eager for new beginnings, the new store came to life in a record three months-a feat almost as intricate as the embroidery on their famed cushions. “I’ve never worked so fast in my life,” Thierry laughs.

A Walkthrough: When We Visited This Wonderland

Our own rendezvous with IDLI began in a garden. A cobblestone pathway, flanked by regal palms, led us into what felt like a boutique from a Wes Anderson film. White walls, ivory marble floors, and light-oh, so much light-created the perfect gallery for Thierry’s kaleidoscopic creations.

The first room greeted us with womenswear displayed like living art installations. Mannequins floated (yes, floated) from the ceiling, while racks were spaced generously for unhurried admiration. The next space was dedicated to accessories, each item whispering, not screaming, for attention. And then came the decor and furniture rooms-each a masterclass in curating joy.

Thierry himself welcomed us into his cabin-a creative sanctum where his personal artistry was in full bloom. There, he unveiled his pièce de résistance: a hand-painted working table. Every inch adorned with intricate detailing, it wasn’t just furniture. It was autobiography in brushstrokes.

In addition to the working table, Thierry showed us a stunning round marble inlay table, displayed in the entrance. Its detailed craftsmanship immediately set the tone for what was to follow-a space where every detail is meticulously considered.

A Circus of Dreams (With No Clowns, Only Couture)

The store’s decor playfully evokes memories of Thierry’s teenage years when he painted tents in a friend’s room. Striped marquee tents canopy the passages, while trompe l’oeil canopies and tropical foliage spill across the walls. Lanterns dangle from ceilings like colorful punctuation marks in this poetic space. It feels like a circus, but not the chaotic kind-more like an exotic reverie where fabrics, cushions, and ceramics are the performers.

From Jaipur to the World

While IDLI’s philosophy is deeply rooted in touch-and-feel, the pandemic nudged the brand into the digital realm. An e-store now carries the spirit of IDLI across borders, making its timeless collections accessible to global aesthetes who can’t stroll through its sun-kissed aisles (yet).

But no website, no matter how intuitive, can replicate the feeling of stepping into Thierry’s universe. The play of light, the thoughtful spacing, the air of nonchalant elegance-it’s best experienced in person.

In Conclusion: IDLI Is Not Just a Store. It’s a Mood.

If design could flirt, IDLI would be its most charming suitor. It’s where heritage doesn’t gather dust but twirls in technicolor. Where craftsmanship isn’t commodified but celebrated. Where a French artist found his canvas in the Pink City, and in doing so, painted a masterpiece called IDLI.

So the next time you find yourself in Jaipur, follow the palm-lined path. Thierry’s whimsical world awaits.