NewZNew (Mumbai) : Renowned Ethno-chic Women’s wear brand by Shraddha Kapoor – IMARA, announces the launch of an exciting and more elaborate AW15 Collection, this season. A contemporary rendition of the conventional, the IMARA brand ethos is one of a modern Indian adaption of classics, from once upon a time.
The upcoming AW15 collection draws inspiration from traditional arts and crafts from various corners of the country and gives them a contemporary twist to create a unique range of Indo-Ethnic wear. The collection is divided into several sub stories such as Kanjeevaram – drawing inspiration from the traditional Kanjeevaram silk patterns and the renowned Temple jewelry of the South, Ikat – a story woven around the rich and historic Ikat tapestry of Western India and the very contemporary sub story of Parsi Denim – created using denim as a canvas for the beautiful traditional Prasi embroidery form – Gara embroidery.
Elaborating on the collection, Shraddha Kapoor says; “I am very excited about Imara’s AW collection. The design aesthetics for the collection draw inspiration from the richness and traditions of various forms of Indian textiles. The design teams have experimented with weaves and patterns from across India and the resulting collection is a gorgeous interpretation of these traditional Indian prints and weaves. I think this collection is going to be an instant favourite with the young contemporary Indian woman!”
Speaking on the launch of the collection, Anjana Reddy, co-owner IMARA says, “This is Imara’s second collection, and we are very excited to see it hit the market. On the heels of the success of the SS15 collection, the AW15 collection promises to up the ante and deliver a truly beautiful product for our patrons. The AW15 collection has something for everyone and every occasion, particularly for the upcoming festivities!”
Experimenting with ethnic designs, IMARA offers a refreshing take on fashion, for the young and the stylish. It is aimed at the new Indian woman, who is smart and independent, open and free. Evident from the advertising campaign, that feature Shraddha Kapoor channelling characters from popular fairy tales, such as Sleeping Beauty and Cinderella, IMARA has maintained the theme of “Fantasy” behind its creations. The silhouettes are western with a dash of Indian prints.