India, Sept. 17 -- I have a weakness for ethnicwear that looks effortless.

I can spend far too long looking at prints, colours and silhouettes, but after trying different brands, I have realised that a pretty kurta is only half the story. Once I actually wear it, I start noticing things that a product photograph cannot tell me as easily: how the fabric falls, whether the fit feels right, how the design looks in real life and whether I would genuinely want to wear it again.

I have personally tried and reviewed W for Woman, Aurelia and Fabindia, and each brand stood out to me for a different reason.

W for Woman impressed me with its fabrics, fall and stylish prints. Fabindia had the kind of quality and understated designs I associate wit...