The Autumn-Winter 2011 collection at Evolv was all about flaunting one's colourful side. MADHUMITHA SRINIVASAN
Now youngsters have another store adding to their fashion confusion: Evolv, at Express Avenue mall. But this new “concept design store” aims to stand out not only with its collection of colourful and unique clothes but funky college and travel accessories like passport case, card holders, writing pads, water cans and the likes.
These and more are part of Evolv's Autumn-Winter 2011 collection featuring designs by famous names like Jason and Anshu's Small Shop, Gaurav Gupta, Manish Arora, Puja Arya, House of Three, Not So Serious, Cue, Malini Ramani, accessories from Sanchita, Evolv by Language, Playclan and footwear by Melissa.
The clothes, arranged according to shades ranging from whites and pastels to yellows, reds, blues and black, are a mix of western and Indo-western — casual tops, funky ones, party wear, dresses, pants and kurtis .
On the ramp
A look around the store confirms the arrival of the loud neon colours in clothes, footwear and accessories alike. But loud is definitely not unpleasant, provided you know how to team them. To give you an idea of how to do just that, Ananya Malhotra (daughter of store owner Atul Malhotra and a jewellery design student) and Julia Mahan, along with their entourage of “debutant fashionistas”, walked the ramp by the store.
The colours were subdued by neutral-coloured accessories and footwear, while the monotone blacks and white had burst of colours by way of neon-coloured accessories and pumps.
“The trend is to try and look elegant while not bordering on boredom,” says Sanghamitra, Retail Merchandiser at Evolv. “The funky colours in chiffons and georgettes, are in keeping with the ‘teen spirit',” she adds.
Gifts like “Ennada Rascala” card holders, mugs and notebooks are easy on your pocket, while the clothes have a tag that goes up to Rs. 8500.