Consumers are always looking for unique shopping experiences that surpass the average brick-and-mortar visit. Whereas, emerging labels mostly view pop-ups as a tool for advertising and market research—a space where they can receive direct feedback from real-world customers rather than online window shoppers. That’s exactly how Soundariya Anil envisioned her platform, Lime Soda.
The Chennaite, who left the IT industry behind to turn into an entrepreneur of haute couture, has been regularly hosting such events since 2015. “Boutiques generally cannot hold more than a handful of designers, whereas, pop-ups can showcase up to 50 couturiers and labels.
This, in turn, provides shopaholics more variety of clothes and accessories that are affordable and experimental,” explains Soundariya, who’s debuting her ‘summer-themed’ pop-up in Kerala this weekend.
Besides live music by Ago and fresh artisanal baked goodies from French Toast, patrons can also indulge in complimentary nail services from an award-winning salon, Nail Artistry, at this event. The highlights at the fete titled Summer Hues are the 16 brands on the roster; including many who have showcased at Lakme Fashion Week (LFW).
Mayank Modi
This menswear label is all about the luxurious yet understated look. In a marketplace that’s riddled with gaudy ethnic wear, this Bengaluru-based LFW designer’s lines are a blend of muted and earthy, neutral tones. So regardless of whether you’re looking for cotton or linen fabrics, office attire or beach wear, this minimal and affordable brand will have options.
Sougat Paul
A graduate from the prestigious National Institute of Fashion Technology in Kolkata, Sougat launched his own brand, Soup, in 2010. With his label appearing everywhere from Jakarta to Kenya, this Mumbai-based LFW regular now has Bollywood A-listers like Kareena Kapoor Khan on his client list. Expect everything from cocktail dresses to wrap peplum tops and blue drape skirts at his stall.
Merasal
Chennai-based couturier Nandhitha Ramesh’s designs stand out due to their bright colours and bold cuts. Besides kurtis and dresses done up in linen, silk-cotton, and khadi, this London College of Fashion alumna’s approach to fusing textures and experimental silhouettes has led to Insta-famous everyday attires like the dhoti-saris.
Myaara
Breezy silhouettes are what designer Himangi Bist specialises in. A celebrity favourite—just ask Kochi’s own Amala Paul—this label focusses on contemporary designs with handwoven sustainable fabrics that breathe. From dusty pink ombre’d double layer dress with reversible scarfs to eco-friendly Kali button down dresses, these clothes are for the carefree fashionista.
Price range: `1,500 onwards.
On April 5-6. At French Toast, Kacheripady.
anoop.p@newindianexpress.com
@godsonlymistake