Long live life.
Some names are chosen. Some names find you.
For us, Viva La Vida began with a deep admiration for one woman "Frida Kahlo". Not just for the art she created, but for the life she lived, the way she expressed herself, and her unapologetic relationship with colour, identity, pain, beauty and freedom.
Frida’s final painting was titled “Viva La Vida” a still life of bright, juicy watermelons, painted with the words Viva La Vida across one of them.
The words literally translate to “Long live life.”
And somehow, that felt like everything we wanted this brand to stand for.
A celebration of life in all its messy, colourful, imperfect glory. A celebration of individuality, freedom and self-expression. A reminder to wear what feels like you, rather than what you are told you should be.
And so, in 2018, Viva La Vida India was born.
A little bit of Frida, a lot of us.
Founded by Mamta Sharma, an artist and textile enthusiast at heart, Viva La Vida grew out of a love for clothing, textiles, art and the endless possibilities that happen when these worlds collide.
We don't believe fashion has to be serious to be meaningful.
We like our clothes relaxed, playful, comfortable and a little unexpected. We love quirky prints, bold combinations, unexpected details and the simple joy of getting dressed.
Our silhouettes are intentionally roomy and functional , anti-fits and free-size forms designed to move with the body rather than dictate how it should look.
Because clothes should make you feel good, not make you fit into them.
Fashion, but with a conscience.
From the beginning, we wanted to create differently.
We produce small runs instead of chasing endless quantities, consciously choosing to move away from the relentless cycle of fast fashion. We work with surplus and waste textiles wherever possible, along with natural and traditional fabrics, and constantly look for ways to make our processes kinder to the planet.
For us, sustainability isn't about being perfect. It's about being more mindful of every choice we make.
A fabric rescued.
A textile given another life.
A small batch instead of mass production.
A garment made to be worn, lived in and loved for a long time.
And above everything, expression.
Viva La Vida is our little celebration of art, textiles, colour, culture, comfort and individuality.
We draw inspiration from everywhere, childhood memories, Indian textiles, handlooms, street colours, nature, art, people, places and those wonderfully random ideas that refuse to leave your head.
Perhaps that's why our collections don't always look like they belong to the same rulebook.
We like it that way.
Because if Frida taught us anything, it is that there is immense power in owning your story and expressing it without apology.
Viva La Vida is our interpretation of that spirit.
Not an attempt to recreate Frida.
But a small tribute to a woman who reminded the world to live loudly, create fearlessly and remain unapologetically yourself.
Viva La Vida.
Long live life.
