A recent consumer behaviour analysis stated that we’re most often only exposed to a fraction of what is available online. Considering the attention span of the average customer, attractive advertising, conspicuous branding and sponsored Instagram ads always manage to bag the clicks within minutes of one’s purchase journey— blocking the light on its contemporaries. While this may be the case, it’s rather comforting to witness a gradual shift in buying patterns specifically this year with a demand for those that fly beneath the radar. If you ask me, I foresee this to be a long-term shift, not a seasonal one. With that said, I thought I’d share these lesser-known fashion labels (that feature some fantastic products btw), that I personally love. Scroll down for the details.
American Eagle, Rs.2,249
Offering a refreshing minimalist approach to clothing, this chennai-based label mainly deals with pieces crafted in pure cotton and linen. Founder and designer Heeb Sait created a brand that features strong workwear selects that exude power and sophistication. I’ve definitely got my eye on this striped, ruffled shirt. It’s also interesting to know that All ABT June was actually inspired by Sait’s beautiful daughter Jannah.
MIshe, Rs.4,861
A contemporary label by design duo Bhumika and Minakshi Ahluwalia, Mishé features pieces made out of sustainable fabrics with strict zero wastage and earth-friendly methods. There’s this Tsuyoi grey blazer from their collection that I’m definitely buying this month. What really drew me to the label was also their very unique integration of abstract geometry cuts and muted tones. Very different.
Atelier Mon, Rs.3,300
If you like everyday jewellery, you’ve got to check out Atelier Mon and specifically their 14kt gold plated drop earrings. This delhi-based jewellery label was launched and designed by mother-daughter duo Sharma and Meher Rohatgi, who infuse easy wearability into unique, statement designs. Their rings, chokers and bracelets are equally stunning.
Jacket Junkiie, Rs.7,500
Okay, I’m a complete jacket nerd. When I discovered Kiran Talwar Khanna’s Jacket Junkie, I was quite thrilled to be honest. I mean, a brand that has finally identified a niche and solely concentrates on creating fantastic jackets? Brilliant. The best part is that they focus on versatile layering options to suit every mood. I just love this classic patchwork denim jacket.
MellowDrama, Rs.12,900
Known for their boutique-style fashion with easy fits, ruffles and denim details, MellowDrama marries comfort and high fashion at very affordable prices. Aaina Mahajan created this brand for the woman who is unabashedly herself and expresses her take on the world through fashion. I’d wear this mint embellished coordinated set to lunch with the girls. Hell, I’d even wear it to the grocery store.
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