Talk to the regular consumer and on the whole, they will tell you they’re overwhelmed by the plethora of color, mixed patterns, many splendor garments and a repetition of the same. Moving far away from just this clutter, Khaadi introduced Chapter 2 on Thursday at Dolmen Mall, Clifton.
The new brand is all about going back to the iconic brands’ handloom roots. When you step in you see malleable and draped garments, stark in their inherent simplicity, straight lines and loose weaves with a nod to the main hot weather; a clutch of racks displaying clothes that celebrate the wearer by giving her the freedom to pair separated as desired.
Chapter 2 bridges two distinct worlds. The world of fashion as we knew it – private, individualistic and minimal – with the consumerism that’s de rigueur for a successful fashion label today. The store opened its doors to the public in an exclusive showcase which was designed to wow the senses. Rack after rack of the indigenous craft was transformed into urban fashion.
It was the day a new way of dressing was introduced to the gawping public; the fabric very traditional in essence paired with cuts that would make a wearer feel feminine and confident. Entering the store is in itself a journey of discovery, from the visually stunning digital wall projecting images that define the unique Chapter 2 ethos to the geometrical display stands, it is the desire for the linear and the monochromatic that will draw in the consumer.
Comprising of pure hand-woven and hand-crafted textiles; this brand is steeped in a minimalistic approach towards design. Chapter 2 promises to be a refreshing visual treat. Imagine a contemporary take on traditional hand woven fabrics; preserving the art of indigenous hand weaving skill for three generations through high contrast progression of colour and composition. Constant and stringent quality control, working with trusted craftsmen generation after generation, preserving the age old crafts through the years, now results in the wondrous contemporary line called Chapter 2.
The fabulous duo behind Khaadi and Chapter 2, Saira and Shamoon Sultan’s vision of a range of organic clothing made up entirely of handloom cotton and silk was appreciated by selected fashion media, friends and colleagues of the designers and fashionistas who socialized with each other, exclaimed over the diverse apparel and mingled over petit fours and mint lemonades.
Brandsynario had an exclusive interview with Shamoon at the launch event!
We are here with the man behind the brand #khaadi , Shamoon Sultan at the launch of the latest outlet #khaadichapter2 ! #Exclusive
Posted by Brandsynario on Thursday, August 24, 2017
“I started out with pure hand-loomed fabric when I opened the first Khaadi store back in ’99 but then slowly it faded out, replaced by other product lines. With this new store, we’re reverting to our first passion, stocking hand-loomed apparel and accessories with only slight embroideries or block-prints,” said Shamoon Sultan, CEO of Khaadi.
The collection aims to inspire personal confidence by introducing clean, straight and androgynous silhouettes to make the Chapter 2 woman feel comfortable in her own skin. The brand is a reflection of artistic expression that transcends age. In a revival of their original fashion ethos, Chapter 2 by Khaadi brings to the new store silhouettes that are wearable and contemporary. The freshness of simplicity is remarkable as it evokes a persona which does not associate itself in moving with the
The freshness of simplicity is remarkable as it evokes a persona which does not associate itself in moving with the herd, but allows the wearer the luxury of creating an individual look of their own. Chapter 2 by Khaadi is essentially for people who have the sensibility and the understanding of the complexity in a modest design and are individuals with distinctive ways of self-expression.
Chapter 2 by Khaadi is all about mainline products consisting of Women’s Apparel, including but not exclusive to accessories, bags, and shoes. Lifestyle products like home textiles, ceramics, metalware, and stationery items will follow, allowing the buyer a complete lifestyle experience.