Soch continues its focus on trendy, affordable, timeless fashion

16th August 2021, Mumbai:

Ethnic women’s wear brand Soch has been offering fashionable wear at affordable rates for over a decade. The Bengaluru-based brand has 137 stores across 53 cities and is increasing its footprint in Tier II and III cities besides expanding in Tier I cities. Manohar Chatlani, Managing Director, talks about the brand’s offerings, new collections and retail spread.

Tell us about your collection for the upcoming season.

We aim to capture evolving fashion trends to celebrate festivities. Our new launches include clothes that make a fashion statement through their timeless appeal, elegant charm and beautiful colors. They include everything from saris, to salwar suits to lehengas and kurtas to satisfy a women’s changing fashion needs. Soch launches multiple themes for every occasion in every season. The product range encompasses casual, evening and occasion wear for a complete wardrobe solution.

What are your latest product innovations?

Comfort and elegance go hand in hand at Soch. We use soft and breathable fabrics to enhance our customers’ body shapes and camouflage their pain areas. The neck styles and side slits in garments are designed to enhance comfort. The color palette is tweaked to suit Indian skin tone and make one look fresh and elegant.

Is your brand working on value engineering to be more realistic in present times?

We aim to offer affordable and timeless fashion to reflect evolving trends. Currently, we are focusing on light and comfortable fabrics in bright colors. We have launched an entire range of super stretch pants in our work from home category. These have been engineered to provide extreme comfort with least maintenance and enhanced fashion quotient.

What are the key fabric trends for the season?

Our collection comprises multiple fabrics ranging from cotton to georgette to muslin to soft silks, linen chanderi etc. The prints and embroideries in this collection have been selected on the basis of silhouette and occasion. We refrain from using bold prints. The prints and embroideries used in this collection highlight the elegance of designs and colors. Our range includes elegant hand embroideries made with rare embroidery techniques like pearls embedded in zardozi loops and knot and sequence work.

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