Drop by Express Avenue this week and you will see a chic new store going by the name FabAlley and Indya. Fashion brands from the house High Street Essentials (HSE), they have set up their first joint offline store in the city after a massive online presence spanning more than seven years. Presenting apparel for women in their mid 20s and early 30s, HSE was first established by Shivani Poddar and Tanvi Malik in 2012 and grew to include FabAlley, Indya and Curve, each with inimitable styles that also complement each other.
Talking about their journey in domestic retail, the founders elaborate, “The market for fashion for Indian women is dominated by Western and Chinese brands that do not consider the various body types and climatic conditions in the country. FabAlley aims to compete with these global brands by offering trend centric fashion in an affordable price range.” However, Indya was initially set up in 2015 as a subset until the founders recognised the huge market for fusion Indian clothing in the country. Three years later and there are over 22 exclusive stores across Kolkata, Chandigarh and Chennai apart from 200 large format stores.
Boasting minimalistic and uncluttered interiors, the store at Express Avenue features gold and copper accents that spell a sense of luxury. With the festival season fast approaching, gold prints, bold greens and subdued mustards outline Indya’s Autumn/Winter collection. In a variety of textures like art silk, chanderi and georgettes, unique styles like the attached dupatta top and cigarette pants give the option to mix and match your outfit. Switch over to the Western section and you can find a range of peplum tops and maxi dresses dipped in autumnal hues of dreamy blues, deep wine and classic neutrals. Floral crop tops along with jumpsuits and wrap tops are designed to be FabFitAll, rendered through skin friendly and breathable fabric.
With an outlet set to open at VR Chennai soon, Shivani beams, “Chennai has always been a strong market for us and while our brands were available at outlets such as Lifestyle, Shoppers Stop and Central, we felt the need to bring an exclusive touch-and-feel experience to our customers. In the future, we hope to expand to more malls as well as areas of high street couture.”
FabAlley and Indya can be found at Shop No: 272, Express Avenue, Royapettah.
