French decor twist to Hyderabad's latest fashion destination Elahe Urban 

French architect Ananda of Auroform, Auroville, gives Smita and Rajiv Shroff’s new store an international vocabulary 
Ensembles by Shahin Mannan (L)  and Zuilee (R)
Ensembles by Shahin Mannan (L) and Zuilee (R)


Elahe Urban, the newly unveiled luxury ready-to-wear destination, would make even Sex and The City protagonist, Carrie Bradshaw happy. Why, you ask? Around 800 garments and 55 designers to choose from would be any fashionista’s dream, we believe. The force behind this experiential retail store is Hyderabad-based couple Smita and Rajiv Shroff, who took over the reins of the couture-based store, Elahe, in 1999. This is a step forward in changing the sartorial landscape of the city that earlier concentrated on bespoke designs. “Elahe Urban is all about minimalism and anti-couture,” says Smita, differentiating Elahe from Elahe Urban. The former stocks more Indian and occasion-based couture.

Step into the world of luxe outfits
Step into the world of luxe outfits


All matters visual
“We had some beautiful minimal options in our other store as well, but somehow, they would get lost! Here we make sure that all get a proper display,” says  Smita, highlighting the importance of visual display.  The aesthetics of the store is rather simple but not plain. The clothes are arranged according to their colour schemes, textiles, and ethos. For instance, the ecru and ivory are on one side, far removed say the bright orange and lilac hues. Brands are also lined up according to the textiles, colour schemes and price points. Hence, an evening gown with shimmery hints can’t be placed with an organic ensemble. There’s enough room for all designers and a host of options for the patrons in this 4,000 sq. feet store in Banjara Hills.

Smita and Rajiv Shroff
Smita and Rajiv Shroff


The French connection
However, the clothes are not the only point of focus. The interiors are as likely to be talked about as the designers. French architect Ananda of Auroform, Auroville, gives it an international treatment that a prêt haven like this deserves.  As you walk up a few steps to enter the store, one could have a Holly Golightly moment, admiring the elegant black gown behind the glass panes.

Ananda of Auroform
Ananda of Auroform


The store, designed Ananda also adheres to the philosophy of simple and minimal. “The decor he wanted was world class and international. Also, the colour schemes are very minimal because he wanted the clothes to talk,” says Smita. The roof is fitted with pleated sheer fabric and the walls are in muted grey, hence the arc lights work in highlighting the coloursof the garments on display. The semi-precious stones on the walls, the placement of the mannequins and a large screen displaying ramp shows of the designers whose work is displayed at the store ensure a unique shopping experience. Right down to the playlist in the store that features the likes of Charlie Puth and Ed Sheeran, that maintain youthful fervor, much thought has been given to the smallest detail.

A view from inside the store
A view from inside the store


Begin with the Elahequins
The chosen spot on Banjara Hills was turned around into a full-fledged store in about three months by Rajiv and Ananda’s vision, recalls Smita. “There is, of course, a language, a vocabulary and a rhythm to the whole design, architecture, and design of the store. That is one of the key elements we want to concentrate on. Minimalism is certainly manifesting the essence of things. Simplicity is the aristocracy of art,” says Ananda, who speaks as poetically as his designs. As one enters, one spots the mannequins, or ‘Elahequins’, as Shroff prefers to call them, dressed in ensembles of the chosen designers of the day. The colours of the ensembles stand out against the grey background. One of the key elements that determine the look of the store is the creative element of visual merchandising.

A large screen exhibits the labels on display
A large screen exhibits the labels on display


Brands to look forward to
The store is home to a line-up of big names, some of whom are in Hyderabad for the first time, such as Monisha Jaising from Mumbai. The biggies of Indian fashion co-exist here with versatile indie labels that need to be celebrated too. Alongside the Fall/Winter 2017  collection of, say Delhi-based label Péro by Aneeth Arora, textile revivalists like Sunita Shanker also find a home here. The other popular labels here are Mumbai-based Chola, Urvashi Kaur, Doodlage, Bodhi Tree, Abraham & Thakore and Namrata Joshipura.Patrons outside Hyderabad can text the team on Facebook or Instagram to place orders. Also, there are quaint pieces by  Narayana Chandra Sinha, who is a designer and sculptor from Bengal. One can expect more accessories to be added soon. For now, the focus at Elahe Urban is on enriching the
prêt experience, like it has never been.

Labels to check out

Doodlage: The latest collection from the label, Dreams And Dystopia, is here on display. It offers a fusion of sustainable and high-street fashion.

Péro: This Delhi-based label by Aneeth Arora has quirky ensembles. For instance, the striped wool dress with floral embroidery from their Fall/Winter 2017 collection is a favourite.

Soup by Sougat Paul:  Mumbai-based Soup by Sougat Paul is known for its well-structured tunics and
versatile drapes.

Shahin Mannan: The vibrant capes and jumpsuits from Shahin Mannan are sure
to add the required spunk to your wardrobe.

Rs 3,500 upwards
Details: 040 48523940 ;
instagram.com/
elaheurban/

Photographs by R Satish Babu.

paulami@newindianexpress.com
@Paulami309

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