The Inspiration behind our SS21 Collection!

Immerse yourself in the sights, smells and culture of faraway lands!  

To inspire our latest SS21 collection, the Frugi design team travelled to our home-from-home, the enchanting land of India!


Positioned between the Arabian Sea and Bay of Bengal the design team were welcomed to the country with intense heat, a myriad of colours and hurried movement. Travelling from Cornwall all the way to Mumbai and Surat, then working their way North towards New Delhi, Jaipur and Agra, the journey was a delight for the senses. 


What a place to explore, with such diversity and wonder! Famed for its many decorative and ornate buildings, the team ventured to the Pink City and Taj Mahal for a quintessentially Indian road trip experience. From trying out traditional Indian crafts, exploring the markets with their vibrant textiles on display, sequins twinkling in the sunlight and marigold garlands draped across the street stalls. To making friends with wild Rhesus Macaques chomping on fruit and swinging through the streets, taking in the smell of jasmine from the flora of the grasslands and walking with elephants! You can’t miss the blaring of horns, cow bells jangling down the roadside, tuk-tuks tooting and painted trucks roaring. This is the music of India! 


The team took plenty of photographs, filled sketchbooks with drawings and collected postcards to capture and document their travels across the exotic land, recording magical memories to treasure and share. Take a look…

We caught up with Head of Design, Jeni and Alice, our Senior Designer from the Frugi team, to hear about their favourite moments from their trip to India… 

The chaos, hullabaloo and madness of car journeys is always an experience in India. With roads jam-packed with brightly coloured vehicles, bikes piled sky-high with cargo and cows EVERYWHERE! All this to the tune of constant beeping and tooting! Huge trucks with pompoms, tassels and beautiful hand-painted lettering filled the streets – a marvel for the eyes. 


Jeni, what were your favourite moments on the trip? 

I loved the market in Jaipur - the amazing flowers had such rich, intense colours and smells! 

There are so many animals - we made friends with and chatted to the floppy-eared goats at the Amber Fort and one of my favourite days was when we were able to get so close to the beautiful elephants at the elephant sanctuary – I didn’t know they ate so much!! It’s always a pleasure seeing our friends at the orphanage and the Organic Cotton farm again, it’s lovely to return and see how the children have grown and the farm is like a home from home for Frugi! 



Alice, what are your favourite memories from your trip to India? 

When we stay at the organic farm we have delicious, fresh fruit for breakfast every morning – I love the mini bananas they grow there! There were playful monkeys in Jaipur, it was fascinating watching them run along the roofs and down the sides of buildings. Getting a henna tattoo was also a great experience – there are so many amazing memories I could go on, it was the BEST trip!  



What experiences did you have that you’ll never forget? 

We enjoyed a hands-on experience at traditional woodblock printing, being taught by the ‘experts’ and getting to do it ourselves! The building was awesome as well! The Taj Mahal trip was also a high point for me, the sheer scale of it, the patterned tiles and intricately carved marble….BUT, it was SOOOOO hot!!! We also got to try our hand at some Indian clay pot making, I still use mine as a mini vase at home! - Alice 

What essentials did you both pack? 

Jeni: My trusty camera, fly spray and sun cream – I'm made for colder climates! 

Alice: Paper hand fan and my sketchbook 



What are you both excited about for the Indian Summer SS21 collection? 

Jeni: The colours! They say pink is the navy of India so we haven’t held back on colour in this collection! As well as the amazing detail in some of the appliques and embroideries - 3D tassels on flowers, plus pom-pom trims on appliques! 

Alice: We can’t wait for you to see the fun character pockets and knee patches on the products! There are new trims, embroidery stitches and techniques that were inspired by our trip to ‘Chandni Chowk’ market – it’s exciting seeing all the things that inspired us on the trip in the collection and the product bringing back all the great memories! 


Meet Digamber… He’s such a big part of the Frugi team based in India and was an essential part of the trip! He was our personal tour guide and we were super grateful for all the work that he put into prepping for our trip and while we were there to ensure we had the BEST time! - Alice


Thank you, Digamber!


This season’s colour palette was inspired by the colourful, busy markets which influenced the bright and bold hues used across our new collection. You can find warm Marigold from the garlands hung in market places and a variety of pinks which are associated with the “Pink City”, Jaipur! And we can’t forget the beautiful painted trucks seen on the roads with intricate patterns made from precious stone tones!