Indian Fashion Police

Honest opinion about the Indian Fashion Scenario


Posted by Indian Fashion Police on March 21, 2012


Atosa, the eclectic  multidesigner store at Khar, Mumbai by Aparna Badlani and Azmina Rahimtoola heralded the start of Summer with a Special Preview titled “Summer Souk” hosted on Tuesday 20th March 2012, showcasing the Spring Summer 2012 collections of designers Mayank & Shraddha, Masaba Gupta, Vaishali S, Shruti Sancheti, Tanya Sharma with textiles by Shruti Reddy and Accessories by Outhouse.

Atosa’s Summer Souk preview was all about light, easy going fashion paired with out of the box, funky accessories. Also presenting for the for the first time a textiles collection too, making array of products more comprehensive………allowing to celebrate the season with your wardrobe and home as well!!

“Summer Souk is a really fun collection of new designers showing innovation and creativty. These are designs that are truly one of a kind and its gives us great pleasure to give a patform to such talent at Atosa” said Aparna and Azmina.

Shweta Salve attended the preview wearing an offwhite creation by Vaishali S, while Aanchal Kumar made a statement flowing white by Shruti Sancheti. Mandira Bedi and Zoa Morani made heads turn in their Masaba outfits. Others present were Sona Mahapatra, Nishka Lulla, Krishika Lulla, Kunika Singh, Anita Raj, Nitya Arora, Kadambari Lakhani, Sameena Khan, Anjana Sharma and Ina Arora amongst many others. Playing the most gracious hosts were Aparna Badlani and Azmina Rahimtoola of Atosa, who personally showed guests around and helped with styling and shopping ideas.

Mayank & Shraddha take inspiration from the traditional garb of the Indian male; lungi-gamcha of the mazdoors and the dhoti-kurta of the sahibs; Mayank Anand Shraddha Nigam brings to you ‘Blow hot blow cold’. Although the origins of the fabrics used in the collection are humble, in romanticizing and reinterpreting the silhouettes the garments created using them are Fun, flirty and glamorous. Light and breezy dresses, tunics and versatile separates form the bulk of the collection. The saree, in its varied forms and interpretations, shows up in unique ways in a number of garments. The fabrics used are 100% natural with various handcrafted dyeing techniques that show up with kota doria, bhagalpuri, pochchampally, benarasi, lungis and gamchas in cotton, silk and bamboo.


Shruti Reddy’s label “Nana”, for handmade cushions, bags, hot water bottle covers and other lifestyle products are what make  people smile, that bring warmth to their souls, and made them forget their worries. Love, humour, handmade, colour and pattern are the basis of all her products.

A soft color palette consisting of baby pink ,lemon yellow along with scoops of pista green bring about a breezy feel to the summer resort 2012 collection. clean cut maxi dresses , pallazo sarees ,patiala salwars with easygoing cropped tops are the silhouettes for the summer. As always,print is predominant & vintage inspired  however not sidelining the golden ‘taar’ embroidery against the stark pista green and cream ensembles.’Sorbet’ is a playful resortwear line,with an edge.

“GaGa” by Tanya Sharma draws her inspiration from the rich Indian diversity & plethora of cultures, vibrant colours & the earthy core. Her designs are dynamic & a vivacious melange of traditional Indian textiles, embroidery & contemporary styles which lead to her distinct signature look. Through Gaga, Tanya looks towards evoking a sense of the avante garde & the sublime. Gaga’s main focus is to let the lush & lively spirit of colour spread the message of love & happi ness. The main aim in the collection is to transcend the conservative white shirt look into a more unidentifiable space which is influenced by genres like hip-hop, rock and roll, street dance. In order to make it more unique to India, i have used Indian fabrics like the Chennai floral Lungi, the fluoroscent Rajasthani Odhni fabric, Ikat & embroidery inspired by the same. The colours are bright & happy colours, just as I see the world, fluoroscents being my all time favorites.”

Vaishali S presents “Khwaja” at Atosa “I am fascinated by this philosophy and want to pay my tribute to these true and pure spirit of denying of being and becoming nobody” In the intuitive process of presenting this thought into a collection, I have used hand woven organic cotton to keep the purity of thought and the embellishment of beads are weaved into the fabric to interpret the thought into the garment. I have mainly used black and white color to show two different sides of a world and have tried to achieve different silhouettes along with the draping to show the variety of the concept. The fabric that has been used is cotton that has a soft feel as well as it is flowy.

Shruti Sancheti’s Sufiana means “Like A Sufi”…….. Sufism is defined by it’s adherents as the Inner, mystical dimension of Islam. A practitioner of this tradition is known as Sufi or Dervish. Her collection is inspired by the unsurpassed and divine legacy of the Sufi’s and their mystical form of devotion, purity of thought, actualization of truth and religious harmony. It draws inspiration from the passion, vibrancy and sublime culture of the Sufi’s. The look is inspired by the nomadic yet sublime lifestyle  of Sufi’s and beaded namaaz caps with fringes, tribal cuffs and bangles, patch work jholas and customised mojri/wedges in bhagru prints are used to impart a tribal yet pristine look.

Atosa, has slowly but surely carved a niche for itself as a store that is a platform for fashion that is edgy and avant garde,  with some ofthe biggest names in fashion showcasing their collections here.Atosa is all about expression, experimentation, surface forms and colours.

“We try and ensure that each visit to Atosa gives our customers a reason to come back. This season, our designers are  sure to capture the imagination of Mumbai’s fashionistas with their cutting edge style, sophistication
and wiity design sense”, add Aparna and Azmina.

Atosa Address : 6B Aman Villa, 6B Anand Vihar, 20th Road, Bandra, Mumbai.

Tel No. – 26420888/8879080331

Courtesy : Tandem Communications


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