New Delhi July 26 – SHR Lifestyles Private Limited organised “SOUK” – Spotlight On Ethnic Fashion, an evening presenting the brand new ethnic collection of “Shree The Indian Avatar” at Mapple Emerald, Rajokri.
The event saw the new vibrant, ethnic collection launch of the Summer” 18. The main motive behind the whole concept and collection of reallocating the idea of Indian tradition and couture was to revive the Indian traditional wear. They presented their collection entitled – “Old wine in a new Bottle” – richness of Indian Printing techniques were presented in the form of modern Silhouettes like flares, dresses, gowns, and many more styles that cannot take their eyes off.
Shree the Indian Avatar showcased its 10 New Collections. Starting with Dabu Collection which was a beautiful combination of indigo blues and manifesting act of the playful color story represents the crafts passed on from one generation to another unaffected of the ravages of time. Followed by Jamawar Ethnic’17-18 and Jamawar Fusion’17-18 showcasing stories through the tapestry of threads woven together to honor the cultural craft of Kashmir. The warp and the weft threads spoke louder than words themselves and make Kashmir known.
The Pathri & Bagru Print Collection’17 Bagru showcased the equilibrium of nature. The monochromatic composition and the glorious cast of colors revived the dying art of Bagru and pathri printing. Craft of Kutch Collection’18 The needle and thread depicted an embroidered tale of mirrors and colors. The collection was inspired by the Kutch embroidery of Gujarat. The Chanderi Collection’17 The Regal Radiance of Chanderi was a collection of gowns made to celebrate womanhood. The collection personified women as the ray of light on a dark night that enchants everything with her beauty & gaze.
Dawn To Dusk – Summer Collection’18 Representing the passage of time during the day, from dusk to noon and finally transforming into the night to capture the captivating beauty of evolution by presenting the summer collection of 2018. The Mystic Artwork Collection ’18,Infusing artworks and surface textures creating patterns of mesmerizing beauty. The label presented their Mystic Summer Collection 2018.
Indian Emporium (Venture of SHR Lifestyles)
Shree “The Indian Avatar” in an association with Indian emporium has ventured into being part of the big day by creating a new canvas that the customers can themselves paint on, they were personally consulted for choosing the fabric, silhouettes, embroidery detailing etc delivering worldwide with many customers at affordable prices, highlighting the rich Indian culture and exquisite craftsmanship. They presented the beautiful amalgamation of ideas of the customers with the guidance of the designers to produce an extraordinary product.
The Grand Finale: Svarna – The Festive Collection
Svarna was inspired from the blocks used in block printing. Each wooden block denotes a building block of life of the artisans, a hand crafted starting point, which tells endless stories of beauty and struggles. The prints represented the struggles they have conquered that made their stories ‘golden’. Svarna exhibits the elegance & enchanting charm of Gold Foil. The show stopper for the collection was Sunil Dabas – Indian National Women Kabaddi Coach.
Mr.Sandeep Kapoor, an Expert in Textile Industry and founder of SHR Lifestyle PVT LTD, enlightened Shree’s Journey, Vision and Future prospects. Praising the initiative of Narendra Modi of Make in India and Digital India, it has been easier for Indian manufacturers to work and get progressive in short span of time and contribute to stabilize the economy, “I would like to thank all my customers, end customers, online and offline partners for making Shree a successful venture. Shree is a well known brand across India among its customers and is so much in demand. Shree The Indian Avatar has also been awarded among 65,000 nominations under SME top companies. I feel highly emotional and thanks from bottom of my heart to everyone who came along and made Shree The Indian Avatar’s first fashion event a huge success.”
Mrs. Sheetal Kapoor, a Successful Women Entrepreneur and Co Founder Shree The Indian Avatar, threw light on initiatives she has taken to empower hardworking and creative women for their participation in corporate world, “I am thankful to everyone for being a part of Shree’s first grand collection launch. Going traditional also fosters us to employ a lot many local women to engage in our projects at the manufacturing and designing level. Woman empowerment is essential to make economy stronger and viable.”
According to Manohar Samuel, President Aditya Birla Group (Marketing and Business Development) , “They were looking for partners who can understand consumers well in innovate continuously with rising changes in fashion trends and also to understand the fabric as per the consumer needs. Shree fits in all requirement very well. They have the ability to connect with every strata be it consumers, retailers, or end consumers. With its surprising Men’s wear collection, I can see them growing widely among the people as there is gap between ethnic and formal men’s wear. Shree is also penetrating the international markets with bringing in innovation with fusion style and designs. I see it expanding with Shree as it will be working beyond just ethnic.”
Mr. Amit Arora, CIO, Shree “The Indian Avatar” shared his views on how e-commerce and mobile applications transformed today’s businesses and the same strategies they wish to propose down for Shree also to expand the availability across India, “Handling the e- commerce part, it has been easy to deal with customers pan India through our availability in major online shopping portals like Myntra, Snapdeal, Flipkart, Abof, Jabong and Limeroad. Shree is stepping forward with its smartphone mobile application “Shree – The Indian Avatar” to get more closely connected with customers and retailers and making business opportunities more feasible.”
Mr. Naresh Batra – Marketing Head – Liva (Aditya Birla Group), talked about Liva and its association with Shree, “The vision was incorporated by Shree Lifestyle a year to associate with Liva a year ago which resulted in expansion and accessibility to all its customers across India. The dream project of Shree family is going to be shooting stars as we see people from textile fraternity have come to be a part of this wonderful evening. New styles and designs that are fermented by Aditya Birla Group have new silhouettes, patterns, color mix and fabric detailing with our brand Liva was bring traditional style back into fashion.”
The collection was exhibited prior the main show. The exhibition was open to all the guests including retailers, whole sellers to explore the fashion trend of summer 2018. The collection displayed brought a fresh air of spring and autumn for the forthcoming year. The styles presented were minutely in relation with Indian traditional block prints and motifs. The trend of new vibrant colors and over the top designs and combination made the spectators mesmerized and applauded the creativity for ethnic ensemble.
About SHR Lifestyle Pvt. Ltd. –
SHR is dedicated towards providing various lifestyle product categories in India and abroad. Dealing in specific product categories & selling in the entire major e-commerce portals and mega retails, we aim at providing the best possible quality products at the lowest possible prices to our audience. It is a local destination for the Indian inspired luxury lifestyle, created for today’s stylish, global citizen. Dedicated production and resource outfits along with in-house cutting, finishing and packing units followed by extended distribution and warehousing in Delhi strengthens the entire process giving us an upper hand on any processing barrier that might come across.