There was a time a fashion-conscious Hyderabadi could keep track of designer stores in Banjara Hills, but not any more.
Name a high-profile couturier in the country and they are likely to have a standalone store in Banjara or Jubilee Hills. Amid all the couture-driven wedding market, a few players have finally addressed the growing demand for luxury minus the bling. Elahe Urban is the newest entrant in this segment, positioning itself for everyday luxury prêt, and distinguishing the store from its more established predecessor, Elahe.
One of the first high-end multi-designer stores in Hyderabad, Elahe was opened in mid-90s by Elahe Hiptoolah, who then turned film producer. The store was taken over by its current owners, Smita and Rajiv Shroff in 2000. But with all the heavy lehangas and saris taking up a chunk of its space, Smita felt the need for an exclusive store for ready-to-wear.
The new store, spread across 4000 sqft, has been designed by French architect Marius Loeb a.k.a Ananda of Auroform, from Auroville. Elahe Urban takes a minimalist approach and keeps the focus on the clothes. The long walkway at the entrance offers an unhindered view of the wall on which TV screens play recorded footage of Autumn-Winter 2017 and Spring-Summer 2018 collections from Lakme and Amazon India Fashion Weeks.
Decor is in muted tones of grey and off white and the walls that divide the sections stop at least a foot short of the ceiling, making the store appear roomier. The circular off-white sofas as well as the rugged semi-precious stones framed on the walls come from Auroform. A hint of metallic tone comes from Shivarama Chary’s sculptures and Auroform’s art installation with circular silver and golden-hued perforated discs.
Moving from the sections of hand-woven organic cotton and khadi in solid hues to prints and then the chiffons, what stands out are Urvashi Kaur’s flowy, anti-fit garments in organic cotton, Bangalore-based Metaphor’s khadi kurtas and dresses and up-cycled garments by label Doodlage. Indie brands like Geisha Designs, Naushad Ali, Pallavi Mohan’s Not So Serious, Reik, Pero by Aneeth Arora, and Sunita Shanker also find a home here.
A limited section of jewellery goes beyond the usual online finds — like statement neck-pieces by installation artist Narayana Chandra Sinha with their antique finish and old-world charm.
Elahe Urban is on Road no. 9, Banjara Hills. Prices begin at ₹4000. Ph: 48523940
