Fashion-conscious folks in the city can now look forward to the new high-end couture store tucked away in Jubilee Hills. Mumbai-based designer Asif Merchant has unveiled his flagship store in Hyderabad. The designer who has worked with the likes of B’town celebrities like Priyanka Chopra and Prachi Desai says, “Now that there’s a store in Hyderabad, my clients from Southern India don’t have to fly to Mumbai to shop.” This new store would be his third one, apart from his outlets in Mumbai and Dubai.
Vintage vibes
One look at the store and you know instantly that Asif’s clothes are strictly for those who don’t mind donning ensembles with a hint of bling. The décor of the store is minimalist with a touch of elegance. The outlet is divided into two floors – while the first one has party-wear outfits for the ladies, the second-floor houses tuxedos and jackets for men.The arc lights coupled with white and golden interiors put the focus on the colourful clothes. One can spot the golden mannequins standing tall in the designer’s elegant evening gowns. The highlight among his new collections is Zaib-E-Tan. Inspired from architectural designs and prints of Persia, the ensembles here have a regal touch. His gowns could easily add to your wardrobe for the year-end party. Some of his cocktail dresses crafted from fabrics such as taffeta, french crepe and satin have a distinct vintage feel. What one has to wait for however is the prêt section which will be stocked up in the near future.
Men’s corner
The designer, who launched his label way back in 1995 and has since then made a name for himself in men’s fashion has a host of options for them in the autumn/winter line. Ones who are unafraid of experimenting with colours have a fair share of options in his collection. To give his tuxedos an edgy look the designer has added a hint of embroidery and 3D gold embellishment on jackets. The men’s outfits have been tailored from fabrics such as bandhej and organic cotton. Ivory is one of the mainstays of the collection with bright embroidery on each shirt. There's also an unisex sections with tailored jackets, pants and kurtas which we think can be stocked better.
Rs 7,000 onwards for women and Rs 4,000 for men