More fashion designers open shops in city

Neha Saini

Tribune News Service

Amritsar, September 25

To expand Amritsar’s status as a fashion destination and create more avenues for niche designers, new names in the fashion industry are bringing a concept to cater to the market. Working with limited designs and establishing their brands by being different than the rest, these studios carry the tag of exclusivity for real.

The fashion designer, Parul Grover, unveiled her new studio in association with Infinite Solutions in Celebration Mall, Amritsar, recently. The studio focuses on festive and wedding wear, which is popular way to go for any designer label in Punjab. But the difference being that it combines western concept of evening wear with traditional embroideries and fabrics. “Amritsar has a very rich culture. It has always inspired me. People here are both brand and value conscious. So, the innovative western drapes are replacing traditional sarees and brides are now experimenting more with their trousseau,” said the designer.

Her collection capitalises on the popularity of Indo-western concepts with fusion gowns, lehengas, saris and anarkalis. And with the upcoming festive season, it’s a win-win situation for the city fashionistas, who are already spoilt for choice.

To reach out to their niche customers, the studios are also opting for online customisations and shipping for overseas clientele.

Ambre, a designer studio by city-based Simran Arora, has been catering to festive clientele by creating exclsuive in-house designs. “Most studios in city are either retailing designs from Delhi or Mumbai or coming out with bulk collections from regional designers. But my idea is simple, to create something that works with both young and old, western concepts and Indian traditions. I focus on bridal drapes and festive wear, with a back up team of 30 artisans working under my label,” she says. Simran runs a bridal wear collection in Amritsar and a prêt wear studio in Noida, where she also does screen printing. “In Amritsar people like rich silhouettes, so a lot of Chinese silk and crepe with zardozi work is popular. French knots and 3D lehengas are also popular with young brides. Unlike popular belief, minimalist bling work here with subtle colours like greys and steel. It all comes down to blending,” she says.

Cost effective yet stylish, these brands are working because of their ‘unusual’ appeal and customised services. “Amritsar is a good market to explore as people are always looking for something extra, which gives you a free hand to be creative,” says Simran.