IT WAS Heeba Sait’s four-year- old daughter Jannah, who she calls June, who inspired her to start All ABT June, an e-commerce website that offers a refreshing minimalist approach to fashion. “She is sarcastic, humorous, and has a diva’s tendency at the age of four, so I thought she was the perfect muse,” says Heeba, who is also the creative design head for Gatsby Collection.
Boardrooms to brunch
This one-week old brand, is a Gatsby initiative and deals with premium fabrics like pure cottons and linen, and stays clear of blends. They just launched their Spring/ Summer ’19 line which is a Work to Wine Edit that you can dress up or dress down. “You can go straight from work to a brunch, or vice versa with our clothes,” says the fine art and design graduate from Edexcel UK, adding that one doesn’t have to go home and change, and that is what makes up for the core aesthetic of All ABT June.
Already swamped with orders, Heeba says that it has been a challenge to keep up with the city’s growing demand for trendy silhouettes in premium fabrics. “Everything is done in-house at my factory in Nungambakkam, where I have a team of tailors,” says Heeba, who works with her associate designer Suthanika Ghosh, a NIFT-graduate who has been working with Gatsby for two years.
Suits and stripes
Find interesting cuts like the In Bloom Gathered sleeve top, which has a gathered sleeve cut in mercerised cotton, the Power Suit which is a piqué suit with straight fit trousers and their Happily Grey Grey Stripe pants with the flare bottom. This is the third line the brand has launched since its inception last week — Lead Lady and Weekend Wardrobe being the last two capsule collection.
“Since Chennai doesn’t have seasons, we are now ideally looking at launching three to four collections every year, with 30-40 looks,” explains Heeba, a doting mother of two. She also shares how she is completely involved in the design processes, starting from charting silhouettes to getting the fabric to designing the piece. They have limited pieces, since they launch several collections and no style is repeated. Don’t miss their carnation top, power suit, and their tea rose jumpsuit!
Available online.
Starting at `1,999.