Veteran designer Sonya Battla is all set to launch her new retail outlet Kaju on December 19. Kaju stocks a new, affordable, ready-to-wear line by Battla that includes daywear and semi-formals. Located opposite Liberty Books in the retail-hub Dolmen Mall, Kaju’s soft opening revealed a store whose simple clean lines echo Battla’s design sensibility.
Sonya Battla’s designs are known for being classy, minimalist and kind of pricey. Her commitment to quality is uncompromising. With her flattering cuts and understated elegance, Battla has long been a favourite of discerning fashion lovers. Her less-is-more approach may not appeal to everyone, but her tasteful outfits are both versatile and chic.
From ethnic embroidery to clean cut silhouettes, Kaju has something for everyone. PHOTOS: SALEEMA FEERASTA
Battla is no stranger to retail. Her flagship store, tucked into a little lane off Zamzama, has a loyal clientele who are prepared to pay well for high quality. In fact, with the way designer-wear prices have risen over the last few years, Battla’s use of pure fabrics and exquisite workmanship make her flagship store outfits seem like good value for money in comparison to some of the other offerings in the market that masquerade as designer-wear. Battla’s impeccable stitching and attractive cuts are a formidable pairing with her eye for colour and texture. Her pretty embroideries add to, but never overpower, her outfits. With Kaju, Battla has taken that famed aesthetic sense and adapted it to the realm of affordable pret.
The small yet elegant store stocks a surprising variety of outfits. There are tunics and kameezes in a range of cuts and fabrics, as well as straight pants and palazzos.
Battla is very clear about what she wanted to achieve with Kaju.
“The philosophy is to have styles that work and are on-trend, whilst increasing the current fabric choice. In Kaju, you’ll find a mix of fabrics that women love, plus a lot of new cottons that others are not working with,” she says.
At Kaju, you certainly won’t see the sort of embroidered cotton kameezes that have become common everywhere else. The range includes waterfall jackets in the open weave cotton-net that Battla has often used in her premium range. It also includes unusual embroidered tunics with interesting silhouettes. The colour palette has something for everyone, from muted neutrals and monochromes to jewel-like tones. Kaju also stocks stylish staples like straight pants in linen and block-printed silk, which can be paired with the various tunics and kameezes. At around Rs4,500 these might be on the pricey side for some, but a pair of well-cut pants is so versatile that they are invariably investment pieces. The store also has some trendy geometric palazzos in stock, as well as embroidered ones. The semi-formal range includes embroidered cotton and chiffon kameezes. The prices at Kaju range from between Rs4,000 to around Rs16,500 – fairly typical for designer prêt these days.
From ethnic embroidery to clean cut silhouettes, Kaju has something for everyone. PHOTOS: SALEEMA FEERASTA
Designer ‘high-street’ fashion has become the ‘in’ thing this year. A host of designers have launched affordable retail prêt lines, either by opening their own retail outlets or collaborating with mass-market retailers. Sana Safinaz and Nida Azwer have both launched stores that exclusively carry their prêt lines, while Sanam Chaudry and Maheen Kareem have collaborated with Bonanza. Ensemble One stocks affordable prêt by big-name designers ranging from Umar Sayeed to Faiza Samee. Deepak Perwani and Sania Maskatiya both stock an entry level daywear line along with formal wear at their stores.
While the idea of affordable fashion is wonderful, the reality has been something of a hit and miss affair. What customers want is reasonably priced, fashionable clothing that stands out; despite being off the rack. While the designers entering this bracket have all enjoyed a degree of success, they need to be aware that customers want consistency and variety. Battla’s atypical approach is likely to attract buyers. She herself is very clear about the sort of woman who will buy at Kaju.
“I design for the intelligent, discerning woman who does not believe in ‘herd fashion’ and who is looking for individual expression.”
Given Battla’s signature brand of minimalist chic, which is as attractive as it is sophisticated, Kaju certainly stands apart from other designer retail outlets. This is a store that’s set to become a fashion favourite.
Published in The Express Tribune, December 9th, 2013.
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