PROMITI PROSUN - CHAA LATTE
By Nita Kiem 07/17/23
Bringing South Asian Fashion into the Mainstream: A Conversation with Chaa Latte's founder Promiti Prosun.
Chaa (tea) is a significant part of South Asian culture. For Promiti, it stirs memories of the time she spent each summer afternoon dunking toast biscuits in her chaa with her grandmother in Bangladesh. Today, you can go into any cafe and order a chai latte.
This is the ultimate example of eastern flavor adapting to the western world, and is how she plans to influence western design with the rich and complex fashion techniques of the East.
Q: What inspired you to start Chaa Latte?
A: I started Chaa Latte with a vision to make the incredible fabrics and artisanal detailing of South Asia more accessible to ALL, no matter your background. Chaa Latte is a story of celebrating centuries' worth of art and skill, and sharing it in a form that everyone can wear easily and proudly every day. South Asian attire is nearly always described as colorful, glamorous, and extravagant. You see these beautiful, elaborate traditional outfits on the big screen or in your closet waiting for the next big Indian wedding. To me, it's the opposite. I identify South Asian attire by the intricate, laborious, and often, subtle craft that goes into the embroidery and textile weaving processes.
Q: Where do you get inspiration?
A: I draw inspiration from all parts of life - my environment, architecture, nature, the people I encounter, the conversations I have. The first collection encompasses some of my favorite techniques and textiles from South Asia, including mirror-work and silk handloom sarees.
I create a mood board with the type of technique(s) and detailing I want to incorporate as well as a colour palette. I then go into the most fun part of the entire process, which is sketching out the pieces!
Q: Did you go to school for fashion?
A: I did not! I went to business school and spent most of my career in brand management, predominately in the food industry. I realized during the pandemic, like many of us, that I did not belong there anymore and needed to pursue a more creative path.
I quit my job in 2021, did a fashion certificate program at the School of the Art Institute of Chicago, and simultaneously dove head first into starting Chaa Latte!
Q: What advice would you give other fashion designers who want to add a culural flare to their ideas?
A: Be true to your vision no mater what. And just start - that's the hardest part.
Q: What are some challenges you faced while incorporating South Asian design with modern fashion?
A: One of the key challenges I faced was producing parts of the collection from across the world. I did travel to South Asia for a month to meet artisans, see them work in person and establish relationships. However, as the project progressed and I was back in the US, it presented challenges to the timeline and budget to send samples back and forth until I was fully satisfied with the quality, design and general construction of the garments.
Q: How do you want people to feel when they wear your clothes?
A: Chic, elevated, comfortable.
Q: What has been your favorite creation?
A: The Dhaka Cuff Jacket is my favorite creation. I have a love for all blazers and jackets. Ever since I dreamt of launching my own clothing brand, it was the first piece I sketched. It’s also has a place in my heart as the artisan element (the cuff) is made in my birth place: Dhaka, Bangladesh.
Q: Favorite part of your journey?
A: The most exciting part of launching the brand was the first photoshoot with the entire collection. To see my designs on our beautiful models was such a rewarding moment!
For more, read Prosun’s story on our Instagram @KIEMCOLLECTIVE.
