Cover_story
Cover_story

High street fashion comes to Coimbatore with the opening of Cover Story

Look out for their Autum/Winter collections which features florals, lace and mesh in feminine silhouettes

With fast fashion brands like H&M making their way into the city with the opening of Prozone Mall, it is no surprise that Indian high street brand Cover Story found a permanent brick and mortar spot for their flagship store in Coimbatore. 

Having launched their e-store coverstory.co.in last week, New-Delhi-based Manjula Tiwari, CEO says that cities like Coimbatore account for a large amount of site traffic indicating evolving fashion trends. “Social media has created a generation that is up-to-date with trends and runway styles. It has put everyone on an equal pedestal. The launch of our website has provided insights into tier-two markets. It was then that we realised that we needed to set up an exclusive Cover Story store, which would give customers a complete wardrobe experience.”

Nine lives

Spread across 1,000 sq ft, the store is divided into segments based on formal, casual and occasion wear, and accessories. Displaying their latest Autumn/Winter collection, Cover Story currently has nine different lines (called ‘stories’), each designed to showcase a runway trend. “Our design studio is based out of London allowing us to study that runway closely and ensure that we are picking up on the international trends in time,” says Manjula.

Look out for their Urban Folkster collection which features florals as embroidery and embellishments, Suited and Booted that would fit into a workwear repertoire and Sugar and Spice collection, featuring flowy feminine silhouettes with lace and mesh details in a pastel colour palette, among others. “A/W season is inspired by vintage styles with a trendy retro mood. We love the prints and little detail embellishments which have given outfits a lift.  Checks, ruffles, boho prints, off shoulders, pearl embellishments are some key trends this season.”

Bare essentials

Apart from their A/W’ 17 collection, wardrobe basics like tees, shorts, pantsuits, bags and shoes are up for grabs. After having opened stores in Kolkata, Pune and a second store in Mumbai, the brand is currently working on opening a new store in a new city every other month.

Rs 1,500 onwards. G-026 at Prozone Mall. 

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