Pragya Priyali, the visionary founder and creative director of Unrush, has been a transformative force in the fashion industry, advocating for a shift from transient trends to enduring style. With over 16 years of diverse experience in fashion journalism, marketing, and brand strategy, Pragya’s journey reflects her unwavering commitment to mindful consumption and ethical fashion practices.
Early Life and Education:
Pragya’s passion for fashion was evident from a young age. She pursued this interest academically at the National Institute of Fashion Technology (NIFT) in Delhi, one of India’s premier fashion institutes, where she built a strong foundation in design principles and industry dynamics. To complement her creative expertise with business acumen, she further honed her skills at the Indian School of Business (ISB). This combination of NIFT’s design specialization and ISB’s strategic business education has equipped her with the unique ability to build a scalable and impactful fashion brand.
Professional Journey:
Embarking on her career, Pragya delved into fashion and lifestyle journalism, honing her editorial skills and deepening her understanding of consumer narratives. She later transitioned into fashion marketing, where she played pivotal roles in shaping brand identities and strategies.
Her tenure at Myntra, one of India’s leading fashion e-commerce platforms, was particularly noteworthy. As Director of Social Commerce, she was instrumental in launching M-Studio and M-Live, Myntra’s pioneering social and live commerce platforms. Later, as Head of Brand Marketing for the Private Label Business, she led brand-building efforts for Myntra’s in-house fashion labels, driving growth through strategic marketing, influencer collaborations, and content innovation.
The Birth of Unrush:
In May 2024, driven by a desire to counteract the fast-paced nature of contemporary fashion, Pragya founded Unrush. The brand emerged from Mumbai with a mission to promote slow fashion, focusing on seasonless and timeless designs that prioritize quality and longevity over fleeting trends. Pragya’s personal aesthetic—minimalistic, thoughtful, and subtle—became the cornerstone of Unrush’s design philosophy. She believes that true style transcends the ephemeral nature of fast fashion, advocating for garments that remain relevant and cherished over time.
Design Philosophy and Brand Ethos:
Unrush is distinguished by its commitment to creating versatile pieces that cater to South Asian body types and cultural sensibilities. The brand consciously avoids prints, opting instead for innovative pattern-making and silhouettes that ensure each garment remains timeless. Pragya emphasizes the use of high-quality, locally sourced fabrics that retain their freshness through numerous washes, reinforcing the brand’s dedication to durability and enduring style.
Under Pragya’s leadership, Unrush maintains ethical production practices, crafting garments in small batches at women-led facilities that uphold international standards of worker safety and hygiene. This approach not only supports local artisans but also ensures that each piece is made with care and precision, reflecting the brand’s values of quality and responsibility.
Future Vision:
Looking ahead, Pragya envisions Unrush as a catalyst for change in the fashion industry, promoting a paradigm shift towards conscious consumption and ethical production. She believes that conscious clothing is not merely a trend but a responsibility that the fashion industry must embrace. Through Unrush, Pragya aims to educate consumers about the impact of their choices and provide them with alternatives that are both stylish and responsible.
Personal Reflections:
Beyond her professional achievements, Pragya is known for her thoughtful and introspective approach to life and work. She often reflects on the deeper purpose of fashion, viewing it as a medium for personal expression and a reflection of one’s inner landscape. This perspective is evident in Unrush’s designs, which encourage individuals to embrace their unique style narratives, free from the pressures of fast fashion cycles.
