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Athleisure – a New Genre of Fashion

Embrace `athleisure’ — the latest buzzword, a completely new genre of fashion. Athleisure is a huge trend globally. Designers and retailers are obsessed with clothes sturdy to withstand vigorous routines, yet they are trendy and versatile to be worn everywhere. The fashion needs of millennials have changed in last one decade where comfort wear has permeated in routine life. Youth in India today wants to dress down in everyday wear which is casual yet chic.

nw1bljca_400x400It’s fairly clear that athleisure is becoming bigger than a trend, looking at the number of companies that have since announced they are getting into the game, with clothes that are described as “après sport” or “gym-to-the-office.”

abof.com has announced the launch of India’s first athleisure fashion brand, SKULT, which stands for Shahid + Cult. SKULT’s athleisure collection is unconventional, highly voguish, yet easy to carry and more importantly reminds consumer something about Shahid’s personality. This brand is in partnership with actor Shahid Kapoor, who has built an iconic reputation amongst India’s youth through movies such as Udta Punjab, Haider, and Jab We Met.

Another brand to join the bandwagon, Numero Uno Jeanswear’s new Autumn-Winter’16 collection is inspired by high-on-fitness lifestyle,winter-collection-17 a combination of trendy casual clothing. The collection came with two new themes- ‘Offbeat’ and ‘Artisan’ featuring trendy formal and casual wears.  Athletic and leisure wear a shift away from traditional leisure clothes and toward comfort and no-frills looks. The collection offers a perfect wardrobe for the ones who play multiple roles in every day like fitness conscious in morning, a working professional in the day, a party hopper by the evening and a responsible parent by the night.

Athleisure represents a bigger, and permanent, a sea change in fashion. It has even started to appear on designer runways, Anand Bhushan interprets the trend and says sportswear went mainstream in Bollywood in the late 1990s, with Shah Rukh Khan in hugging shirts with Polo Sport emblazoned on them and Karisma Kapoor in tank-tops. But the immense popularity and cheap imitations trickled down to the masses. The challenge now was in bridging the gap and making sportswear fashionable again. The use of neoprene and scuba fabrics with innovative embellishments lent a new silhouette, which also made sportswear covetable as casual clothing, said Bhushan, who used these materials for his collection titled Deuce for Spring/Summer 2016.

10835436_10152804815795831_4223375993516185111_oAnother designer Dhruv Kapoor experimented with scuba fabric. He used the material to create oversized, relaxed fit cocoon coats, army-style jackets, hybrid long coats with woollen-collar detailing and tailored track pants for men.

Indian designers like Vinita Adhikari and Shikha Goel presented interesting renditions of soft grunge track pants. Ilk, the label had track pants with chameleon cord embroidery and elasticated hem detailing. Think double-ribbed cotton track pants, ankle-length pants with leather-block paneling, and jumpsuits in stretchable velvet and snug jackets.

Anamika Khanna at the Amazon India Fashion Week for Spring/Summer 2016,02a099d70bc581741ad8eb1913801208 showcased an ethnic take on athleisure. Her collection made of luxurious cotton, silk and chiffon, inspired by sportswear and the three stripes from Adidas, which she reinterpreted across dupattas and pajama pants.  Chikankari was a subtle detailing added and her collection was re-imagined in a modern, refined and relaxed silhouette.

The reasons for athleisure’s craze are many, but the most obvious cause stems from people who are embracing healthier lifestyles, while also demanding more functionality from their wardrobes — leisure and sports clothes that are designed well and stylish. The need for everyday comfort, too, plays a role, especially for anyone trying to work fitness into an already overtaxed schedule.  Clothing for a comfortably confident life.

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Shilpa Shetty Kundra wearing Devnaagri

Designer: Devnaagri

Outfit info: Aqua gota embroidered peplum kurta & sharara

Event: Youtube Channel video shoot

Styled by: Sanjana Batra

Check Out Taapsee Pannu wearing Sameer Madan

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FASHION

Kiehl’s 14th store in Select CityWalk

The brand motive of Kiehl’s vision is the ‘try before you buy’ initiative. Allowing their patrons to try products before they purchase, this 92-year old initiative has won hearts and has led to loyal clientele over the years.

Kiehl’s journey from humble beginnings in 1851 as an old apothecary in New York’s East Village neighbourhood to 250 stores around the world including 13 flagship stores in India is one which deserves attention and applause.

Jim Sarbh at Kiehl's Select Citywalk

The event was honoured by Kiehl’s advocate and Bollywood actor Jim Sarbh. He was present at this celebratory occasion and talked with the media about his journey with Kiehl’s India and his favourites from the brand.

Kiehl’s old-world, customer-centric heritage has been at the heart of every product and service debut over the company’s 169-year history – from ingredient research and formula safety testing to localized store decors.

One goal is always front of mind: to serve patrons in an attentive, educational environment that offers the company’s tried-and-true skincare products enjoyed by customers the world over.

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WEDDING

‘Utpala’ Summer Collection by Mrunalini Rao’s

‘Utpala’ is a summer collection inspired by the serene lotus. The beauty of this ethereal flower is reinterpreted by the designer into an abstract work of art. The Utpala Collection flaunts a colour palette that is directly derived from the real essence of the flower and its surroundings

Each piece in the collection is crafted with a reverence for traditional artistry and showcases elements such as hand zardozi embroidery, thread embellishments and appliqué. The collection also features hand-painted prints in captivating colours of purple, pink, yellow and green. Bringing sheen and richness to the collection are silks, organzas, chiffons and tulle in flamboyant flares and layers

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FASHION

Bugatti Launches Summer Collection

Warmer days are here again and bugatti’s new Spring Summer 2020 collection is here to greet them with a bouquet of fresh palettes.


The collection, which is an anthology of inventive design and experimental fashion, possesses a strong multicolour identity. From sorbet shades to vintage tones to surprising hues. Classic colours like cognac, red and black, give way to unusual variations of colours like green, blue, camel, yellow and khaki.

These bold colours are coupled with fashionable details like decorative seams and prominent labelling to establish a compelling personality.

The collection is poised for effortless style and unparalleled comfort for the upcoming summer months. Special features have been developed internally keeping in mind the climate, popular summer activities, and behaviour.

Innovation can be seen in the uppers which are made of breathable
materials, flexible, light and water-resistant soles and easy fastenings.


The collection has been engineered from the imaginations of the expert designers and craftsmen from Spain, Germany, Italy, and Portugal. bugatti’s signature is found in a wide selection of derbies, sandals, sneakers, casual slip-ons, and athleisure shoes.

Grab your pair at Bugatti

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