Womenswear brand Ritu Kumar has launched a new loungewear brand ‘Label Basics’ featuring minimal separates and neutral toned kurtas. The range offers simple and thoughtful designs for stay at home shoppers. It features T-shirts, loose dresses, kurtas, and sets and is a part of Ritu Kumar’s subsidiary Label Ritu Kumar.
Amrish Kumar, Managing Director of the label says, as comfort and function are now being accepted as attributes of work and public clothing, the brand aims to make its business models more agile and accommodate these transitions.
Prior to this, Ritu Kumar launched an affordable occasion and casual wear brand Aarké. Her designs focus on natural fabrics and traditional printing and weaving techniques. She has also included Western elements in her work, but has generally not innovated beyond traditional sari designs. Her clothes have been worn by celebrities such as Princess Diana, Priyanka Chopra, Lara Dutta, Deepika Padukone, Madhuri Dixit Nene, etc.