New
Delhi
Considering the
changes in the working style caused by the pandemic, apparel brands have
launched loungewear which is more fashionable, functional, and appropriate for
the virtual work-from-home (WFH) environment.
As
work-from-home has become the new reality and official formal events have gone
down, the apparel brands have come up with new ideas where they have tweaked
the designs of the loungewear and made them more functional.
Designer brand
Ritu Kumar has launched Label Basics offering relaxed bottoms, fuss-free
dresses, and easy-to-wear coordinated sets for virtual meetings. According to
Amrish Kumar, Managing and Creative Director, Ritu Kumar, the clothes are easy
to wear and can be easily transitioned between day and night. The clothes have
a pretty colour palette, easy fit, and fascinating patterns that can be used
throughout the year. The clothes are done using high-quality fabrics and are
ideal for seamless dressing.
Ethnic wear
brand Biba India has also launched loungewear and athleisure category that focus on
casual kurtas and bottom wear, during the pandemic. According to Siddharth
Bindra, Managing Director, Biba India, the women demanded simple styles with
more focus on the design of the top wear because that was perfect for their
zoom calls.
Source – Live Mint
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