We are always on the lookout for versatile labels which can sort out all aspects of our wardrobes, from semi-formals to smart casuals, and statement festive wear. Kolkata-based Western and Indo-Western apparel brand NIVRITI, by Nivriti Lohia Ganeriwala, is doing exactly that. The brand which has been around for five years now, has one of the most stunningly diverse lineups and that too, at really affordable rates. You may have seen Raima Sen flaunting a Nivriti cold shoulder draped top with a chiffon sari, or Rukmini Maitra in a Nivriti crop top gracing the covers of a fashion magazine.
The glitterati-approved label also caters to bespoke fashion needs and you can drop in with your customisations and actually personalise your entire Spring/ Summer wardrobe with their help. “Since we’re trying to cater to all kinds of customers, we design everything from semi-formals to easy casuals, and occasion wear. We have some really interesting statement gowns, jumpsuits, and chic tops. Our customised ethnic wear and saris are really popular. People can come in and tell us what they’re looking for, and we try to give them exactly that,” says Nivriti. The designer also creates quirky kidswear; we found some Moana-themed dresses, mother-daughter twinning numbers, and much more. Nivriti tells us that her USP lies in her variety, as she is designing literally everything a modern woman may need as part of her wardrobe.
The designer has also delved into customised holiday dressing and bridal numbers. Earlier this year, she made an unusually breezy shoulder-length, highlow bridal dress for her client’s destination wedding, and even designed matching ruffled numbers for the bridesmaids. One of Nivriti’s most interesting numbers is a sheer marsala-coloured kaftan worn by Rukmini in her latest film Kidnap. The designer opened up her Rowland Road store three and a half years ago and reveals it has given her a better connect with her customer base. “Having my own store in the city definitely helped me, and there is a very big difference when you’re working from home and when you have a shop. It changes the way people can pursue you and my connection with my clients definitely got better after my store came up,” says Nivriti, a NIFT alumna.
Nivriti, who’s coming out with a new collection in two weeks, tells us that though her brand is a hit with millennials and the who's who of Tollywood, a large part of her customer base consists of people in their 30s and 40s who know exactly what they want—this is also why Nivriti’s customisation services are so popular. The designer believes that bespoke fashion is redefining the way we look at personal style and is also changing the way we shop. “When people shop from certain retail brands, they end up owning numbers which are similar to each other, in terms of fabrics or colours. When you customise something to fit your own style, you stand out. It’s your choice of fabric, your colour, and even your design. Now, everyone has their own individualistic style, and that is why customisation is so popular,” Nivriti reveals.
Nivriti’s tops can cost you around Rs 2,200, and the prices for customised numbers can vary according to the requirements.