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Fashion INDIA: Neeru’s – Showcasing Ethnic Indian Wear
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NEW DELHI: Neeru’s will be showcasing their collection for the third time at the Bangalore Fashion Week. Weaving magic on the ramp with their matchless evening wear collection, they get ready to add another proverbial feather in their hat.
Neeru’s is one of the most sought after fashion labels in India. Since its inception back in 1971, it has reached unattainable summits in Indian ethnic dressing. Its unparalleled success complemented by positive customer feedback encouraged the brand to expand its reach beyond Hyderabad to Mumbai and Bangalore. From a diverse range of ethnic finery like embroidered sarees, Indian silks, suits, bridal ensembles to western apparels and kids’ wear, Neeru’s has been the quintessential exemplar of a complete ethnic wear brand.
Neeru’s has been spearheaded to its present standing by the very talented couple Harish and Neeru Kumar. With each new collection designed by them, a distinct flavor can be sensed in their design sensibilities, cuts and use of fabrics. Their tryst with Indian fashion goes a long way and they extract the most out of their varied Indian travel experiences, which is well reflected in all their collections.
They have been working diligently towards designing splendid creations for today’s woman with a firm hand on the pulse of the market. Weaving magic on the ramp with their matchless bridal collection, they get ready to add another proverbial feather in their hat. Neeru’s will be showcasing their collections for the third time at Bangalore fashion week and they are quite excited with the response they got from the last two seasons. “Last season, the focus was on bridal wear but this time, we will be showcasing trendy evening wear and semi-bridal outfits. We will be displaying about 32 pieces and each garment has been designed to perfection, we’ve given extra attention to detailing and cuts,” Says Harish Kumar, MD, Neeru’s
Talking about the designs, he says “We used a lot of rich Indian silhouettes in our collection this time. Brocade, banarasi, silk, georgette, and net are some of the fabrics we’ve used and apart from that the design work is very intricate and delicate. We’ve used zardosi and kundan work for sarees and anarkali suits. But the main highlight is the usage of Swarovski crystals, there is a Swarovski touch to all the garments, it adds to the whole glam factor,” he says.
Reviving old Indian arts has always been Neeru’s forte. The southern area of the subcontinent has a rich and varied textile heritage, where each region has its own unique native costume and traditional attire. It is considered as the melting pot of India’s culture, well preserved in traditions and Neeru’s will show a wide array of designs representing different regions. “We will show Kanjivaram sarees too, the sarees have been embellished and designed to suit modern taste and sensibilities. Also the colours we’ve used this time will bring to life each garment. We’ve used a darker colour palette this time around with colors like deep purple, rich blues, pinks and maroons,”
Targeting the high end buyers, Harish says “Whatever you will see on the ramp will be available in the stores in about 15 – 20 days. Our main USP is the pricing, it’s extremely affordable and our target audience is the high-end buyers and we hope to get more exposure through this fashion week. Bangalore fashion week, is an ideal platform for any designing house to showcase their label, we did extremely good business, the last two seasons and are expecting the same this time too,”
As for the showstopper, they’ve roped in someone from Bollywood, “We have two showstoppers and I wouldn’t want to reveal it, as it is a surprise and you will get to know only on the final day,” adds Harish.
About Neeru’s
Neeru’s is a treasure house of Fashion (Indian traditional for women), for the latest and the best salwar kameez collections. Reaching out to a wide age group of women from sixteen to sixties, this brand showcases exquisite bridal finery, formals, office outfits, daily cottons and much more.
Neeru’s came into own in the year 1971, with tailoring and embroidery of superior & intricate designs. In 1979, it established one of India’s first retail outlets that was exclusively devoted to one of the most popular & finest ladies dress wear, Salwar Kameez. In 1983, Neeru’s started manufacturing and wholesale under the name of ‘Neeru Textiles’, supplying its quality fabrics to over 1000 retailers India-wide, without branding.
It presently has Seven major retail outlets in Hyderabad at key locations in King Koti (main store), Somajiguda, Abids and Neeru’s Elite(Flagship store) at Banjara Hills, GVK ONE Mall,Banglore(Jayanagar 5th Block) and Mumbai (Inorbit Mall,Vashi).
Neeru’s is also with LifeStyle group at Hyderabad, Bangalore, Chennai and Delhi. Neeru’s is also with Aravind Brand (Chennai), and with In-Orbit at Mumbai, Hyderabad, Cyberabad and Pocharam. Neeru’s is also with Empress City (Nagpore), R City Mall, Ghatkopar (Mumbai), Neeru’s is also having its presence at the GVK-ONE mall in Hyderabad and also at the Rajiv Gandhi International Airport, GMR(Shamshabad).
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Tags: Fashion, a general term for the style and custom prevalent at a given time, in its most common usage refers to costume or clothing style. The more technical term, costume, has become so linked in the public eye with the term "fashion" that the more general term "costume" has in popular use mostly been relegated to special senses like fancy dress or masquerade wear, while the term "fashion" means clothing generally, and the study of it. This linguistic switch is due to the fashion plates which were produced during the Industrial Revolution, showing the latest designs.[citation needed] For a broad cross-cultural look at clothing and its place in society, refer to the entries for clothing, costume and fabrics. The remainder of this article deals with clothing fashions in the Western world.