West Delhi is fast emerging as the Capital’s newest fashion destination. Famous for its chic stores, innovative spas and restaurants serving diverse cuisines, this part of Delhi has now got richer with a multi-designer store opening up on Todapur Main Road connecting Jaypee Siddharth with PVR Naraina.
Inside the store, which goes by the unusual name of Baidehi, one is greeted with traditional garments as well as outfits that are an interesting blend of Indian and Western wear. A wide assortment of anarkalis, kurtas, straight suits, lehengas, gowns, footwear and costume jewellery vie for attention. The range of designs is primarily contemporary with an individualistic approach but still in sync with deep-rooted Indian traditional designs.
The colours, the textures and the fabrics cater to people of different tastes. The store showcases new talents in the fashion industry as well as established ones. It showcases designs by Priyangshu and Sweta Tantia, Mahi Rashi Kapoor, Shyam Narayan Prasad and Tanushree.
Baidehi also experiments with the idea of fusion wears. It celebrates the beauty of Indian fashion and how it has become an important component in our lifestyle. The attires are subtle and prudent with a contemporary flair.
A great deal of thought and planning has gone into setting up the store which seeks to cater to the young generation that wants stylish garments with an Indian touch. Dealing exclusively with women’s wear, the store has an ethnic Indian look with appealing architecture and interiors. A Gond artist’s work adorns the inside wall of the store.
A brainchild of Annou Singh, who carved out a niche in the lifestyle industry two decades ago, the store is basically for buyers who want to drape contemporary wear but not created by those who call the shots in the fashion firmament. “A simple yet straightforward selection procedure was adopted by me. We scouted for the right talent from different parts of the country but share a passion for attires. Instead of making long statements about their clothes, they believe in letting their imagination and creativity do the talking. We deliberately left out biggies like Tarun Tahiliani, Rina Dhaka and JJ Vallaya because they have their own individual stores across the city. So at the end of the day we are catering to those who want stylish yet cost-effective trendy dresses made by multiple designers.”
Annou shares a special bond with west Delhi. Apart from being a proud resident, her first store was also in this part of the city.
Interestingly, she made a foray into the lifestyle industry as a wedding planner.
Her vast experience in retail and merchandising reflects in the aesthetics and collection of the store. Her forte lies in fostering strategic alliances with designers and fashion forecasters to introduce new trends and designers in the market.
