The House of Ritu Kumar has launched Aarké, a ready-to-wear label with trend-based print stories, easy silhouettes and accessible pricing. As per Amrish Kumar, Managing Director and Creative Director, the label caters to the affordable designer wear needs of Indian women. Aarké’s design sensibilities are modern and young. Its prints and designs are versatile for easy everyday wear and can be dressed up or down, depending on your mood and occasion. The label has used a few of its signature prints but ensured they translate well within the brand aesthetics.
The brand’s designs are likely to be adaptive and ever-evolving. It would work on designs on the basis of trends as well as the want of the Aarké woman. Currently, Aarke retails from its own website and will soon be available on other online marketplaces and fashion aggregator websites. The label also plans to have a store presence.