Manish Malhotra collaborated with BTPL on an ethnic fabric line

11 January 2022, Mumbai:

BRFL Fabrics Private Limited (BTPL) has teamed up with couturier Manish Malhotra to produce LinenVogue - La Classé, a range of textiles intended for ethnic wear.

BTPL revealed in a news statement on Monday that the new collaborative fabric line is aimed to promote linen as a preferred ethnic and festive wear material for Indian customers, in order to meet demand during the forthcoming wedding season.

Manish Malhotra hand-picked the textiles for the collection, which is the first time the namesake designer has developed a line utilising linen.

Over 60 skilled artisans at BTPL worked for six months to create the 36-look collection for men and women. Vintage-style zardosi and Rajasthani sequin work, complex coated embroidery, and a colour palette that ranges from monochromatic to brilliant hues to suit a variety of preferences are featured on textiles.

In a press statement, BTPL managing director Prashant Agrawal said, "We are happy to unveil our innovative festive line collection as we seek to serve our consumers with a wide choice of luxury ethnic apparel."

"We are optimistic that the quality linen fabric used to create the collection will redefine ethnic fashion and establish ethnic wear as a sought-after clothing category," says the company. Manish is recognised for his wonderful designs, and it is a privilege for us to have him work on our fabric line and offer it the elegance and refinement for which he is known."

LinenVogue - La Classé exclusive brand stores as well as about 3,000 multi-brand retailers throughout India currently sell the range. 

The brand's EBOs include in-house tailors, so customers can buy fabric and have it customised to their specifications. This new rollout is expected to improve in-store footfall by 15% to 20%, resulting in significant revenue growth for BTPL.

"Linen is a fabric I've only worked with a few times, so when Linen Vogue contacted me to style a variety of the new fabrics, I was ecstatic," designer Malhotra said. "I wanted to go on a journey via a broad palette of designs and colours that oscillates between old-world regalia and current repertory," says the designer.

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