Clothing with a story.
The Brand
ituvana is rooted in the traditions of India and Indonesia. ‘Itu’ means ‘the’ in Indonesian, while ‘vana’ means ‘forest’ in Hindi and ‘ultimate bliss’ in Sanskrit, reflecting a meeting of cultures that continues to shape the world of ituvana.
These roots are embedded in how the brand is made and lived. Every ituvana garment is produced entirely in-house in India, working with some of the finest natural fabrics and with craftsmanship embedded in the process from development through to finishing. Bali has long been an equally important source of inspiration, from its relationship with nature and daily ritual to its craftsmanship, community, and way of life. This connection is embodied in particular at the ituvana sanctuary in Ubud, set on special forest land as a space for reflection and spiritual awakening. Currently private, the sanctuary will welcome visitors in the future.
Conceived as scenes, each collection explores the relationship between heritage and contemporary life through story, place, and emotion. Working primarily with silk, linen, cotton, pashmina, cashmere, and other natural fibres, collections are defined by fluid silhouettes, free sizing, and seasonless design. Today, the world of ituvana continues to evolve through clothing, spaces, objects, and storytelling.
“Over the years, one of the things we hear most often from those who wear ituvana is that they feel more like themselves.” - Lylah Shaw, founder and designer
Craftsmanship
The beauty of ituvana lies in the details.
Traditional techniques including kantha embroidery, hand-cut and hand-sewn appliqué, weaving, raw edges, frayed detailing, and artisanal finishing are thoughtfully integrated throughout each collection. Alongside free-flowing silhouettes and creative cuts, these elements have become signatures of the brand, creating garments that feel both timeless and distinctly modern.
Each collection is developed in close collaboration with skilled artisans and makers, preserving traditional craftsmanship while exploring new possibilities in form, technique, and material.
Responsibility
At ituvana, longevity begins with design.
Collections are produced in small batches using the highest quality natural fibres selected for their durability, comfort, and ability to be worn across seasons. Free-size silhouettes are designed to move with the body, encouraging individuality, comfort, and longevity, while versatile designs are created to be worn, re-worn, and styled in multiple ways.
By prioritising craftsmanship over mass production, we aim to create clothing with lasting value, pieces that become part of a wardrobe for years rather than seasons.
The Designer
Founder and Creative Director, Lylah ShawLylah Shaw founded ituvana in 2019. Her family’s heritage in Kashmiri pashmina dates to 1880, when they established a shawl house that became a leading name in the tradition. Raised with a deep appreciation for textiles and craftsmanship, she brings this inheritance to a perspective shaped by life between New Delhi, New York, and Bali.
She studied international relations and psychology at Brandeis University before pursuing fashion at the Fashion Institute of Technology and film at the Stella Adler Studio of Acting in New York. She later worked with Donna Karan’s luxury lifestyle brand, further shaping her appreciation for natural materials, craftsmanship, and the art of draping.
These influences continue to inform her approach, where each collection explores the relationship between heritage and contemporary living. Today, her work extends beyond clothing into hospitality, and storytelling, continuing to shape the wider world of ituvana.
Philosophy
Born from an instinctive desire to create with simplicity, ituvana is more than a fashion brand. Rooted in craftsmanship, natural materials, and thoughtful reinterpretation, ituvana approaches tradition as a living foundation for contemporary luxury.
