Made in India brands kept in focus in new Ogaan store

New Delhi, May 27 (IANS) Multi-designer store Ogaan has got a new address in the capital and the brand's director Aasthi Bhartia says they have specifically curated very distinctive Made in India brands in the outlet which are unique in their sense of design.

Ogaan launched its second flagship store at Malcha Marg in the diplomatic enclave of Chanakyapuri recently with dedicated rooms for designer brands like AnamikaKhanna, Payal Khandwala, Peachoo, Anavila and Raw Mango.

Talking about the uniqueness of this store, Aasthi told IANS: “For this store, we have specifically curated very distinctive Made in India brands which are unique in their sense of design and are redefining or making a mark in the Indian fashion scene.”

She IS also excited of the fact that the new store reflects an exciting moment in Indian fashion -- wherein Indian brands are not prescribing to a fixed formula but are each developing a really unique language.

“Ogaan has always worked with and promoted brands that are new and interesting, as well as established brands doing unique or new work -- so we are really embracing this change and trying to bring the best of it to our customers,” she said.

The store also stocks collections from contemporary brands like Bodice, Eka, Pero and a selection of Ogaan's formal wear brands like Malasa, Zoraya, SimarDuggal, Lajjoo C. and others. The store will carry a large selection of Suhani Pittie's jewellery, shawls by Kashmir Looms.

Aasthi says that the concept of textile based clothes are very much intact in the store.

“We have a fair bit of textiles with Anavila and Raw Mango -- they're great brands and have a large following. However we also have Anamika, Malasa and others who aren't textile oriented. The brands here all handmade or handwoven in India and deeply invested in the making process, however, they are each also modern and unconventional.

“Each of them is making clothes that are a joy to wear in any context and I love that. We believe that we are at a very exciting moment in Indian fashion -- wherein Indian clothes no longer prescribe to a fixed format, and where Indian fashion brands are confident enough to develop a definitive aesthetics of their own and are also becoming more accessible,” she said.