Modern Indian clothing, from the south
India is not one cloth.
Every region keeps its own weave,
its own border,
its own way of wearing gold.
Mine is the south.
I wanted to begin there,
and make something I would wear every day.
What is modern Indian clothing
Modern Indian clothing takes India's textile traditions and carries them into the clothes people live in now. Sometimes that means a familiar garment, like a kurta or a sari, made lighter and simpler. Sometimes it means the reverse: a garment from everyday life that carries Indian weaving inside it.
House of Sona works the second way. It begins with an everyday garment and weaves the south into it.
What is House of Sona
House of Sona is a southern clothing house, working between Madurai, London and San Francisco. It is a modern Indian clothing brand rooted in one region: the south of India, and Tamil Nadu in particular.
The house does not try to represent all of India. It works from the textiles of the south: woven silk, the border at the edge of the cloth, and zari, the metallic thread that holds the light.
How is it different from other modern Indian clothing brands
Many contemporary Indian fashion brands make Indian silhouettes for occasions: weddings, festivals, celebrations. House of Sona makes garments for ordinary days.
- One region. The work starts in the south, not in a pan-Indian idea of style.
- Woven, not printed. The illustration in the hood is woven into a silk panel.
- Everyday shapes. The first garment is a hoodie, not a festive outfit.
What is the first garment
The first garment is the first weave. It is a heavyweight cotton hoodie, around 450 GSM, with a woven art-silk panel set into the hood. An imitation-zari border follows the edge of the hood and frames the face.
Three colours are in development: red, blue and black.
When can I buy it
The first weave is planned for late November 2026. The price has not been announced. People on the House of Sona waitlist hear first.
A ceremonial version with real gold zari will be made to order from January 2027. It is not part of the first launch.
Who is it for
For people of the Indian and Tamil diaspora who want to wear something of the south without waiting for a wedding. For people in India who want South Indian weaving in an everyday garment. For anyone who loves the cloth.
Where does the name come from
The house is called House of Sona. It is also known as The House of Sona, and on Instagram as La Maison Sona, @lamaisonsona.
House of Sona is run by Shiv Garge, Art Director, and Gopi Garge, Director.
Related
- Modern South Indian clothing — the southern tradition the house draws from
- Modern Tamil clothing — what it means to the house
The garment
A hoodie, heavy and plain.
Then the hood:
silk, woven,
with a border of zari at the face.
House of Sona · first weave — November 2026.