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24 January 2022, Mumbai:
Designer Kshitij Jalori plans to expand his eponymous brand’s product categories and will launch a swim and resort wear line in summer 2022.
Jalori, known for his floral brocade designs and innovative interpretations of handloom, will step into swimwear this summer and incorporate spandex into his designs for the first time, Vogue India reported.
The upcoming swim and resort wear line is the first of a number of planned launches as the designer looks into expanding into categories including interiors, accessories, and potentially menswear in the future.
“If I can pull the resources, womenswear and fashion are just a beginning,” Jalori told Vogue India.
“So far, we’ve been known as a fashion-forward label deeply rooted in textiles. But we are also evolving every day. As we expand, I want it to be a lifestyle house that puts the sustenance of techniques at the heart of our endeavours, no matter the product.” The brand retails from its store in New Delhi, e-commerce store, and multi-brand stores both on- and offline.
The brand also caters to an international market. Its online store ships internationally and the brand also retails on international multi-brand e-commerce platforms including India’s Pop-Up, among others.
“I think modernisation makes the craft more accessible for today's audience,” said Jalori. “Our trench coats and jackets, for example, do very well in the US.
It allows us to give a bit of our culture to a different part of the world who wouldn’t otherwise purchase Indian brocade. It all comes down to the right purpose.”
National Institute of Fashion Technology graduate Jalori launched his womenswear brand in New Delhi in 2018. The brand’s latest collection features floral velvets and voluminous silhouettes.
CREDITS: FASHION NETWORK
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