Gitika Goyal’s pret label now has its own e-boutique

Gitika Goyal has been in the couture business for close to two decades now, but when she launched her pret label Grass by Gitika Goyal last year, it was nice to find that her approach was fresh and contemporary. 

In an industry where creativity ranks above all else, it’s easy to get carried away by all the fuss. However, Grass is anything but fussy. Dig deeper, and you’ll find that it’s been crafted with great care and attention to detail. While the brand has been retailing out of sites such as Jabong and Amazon for a while now, it was only a few weeks ago that it opened its own e-store. “I thought it was the right time to tap into the online market. Though e-commerce giants are useful in that respect, it’s quite important to have a strong online presence in today’s world,” explains Gitika.

On the site, you’ll find garments from three of her collections — A Fruit A Day, A Girl In Seven Cities and Oh Khadi Khadi Khadi. Through the three, it’s easy to get an idea of Grass’ signature style — unusual colours dominate, there’s practically no embellishments whatsoever and the silhouettes are easy and breezy. “It’s a fun, happy and colourful brand, with a global appeal, though it’s made with Indian textiles — 100 per cent cotton to be precise. It’s for anyone aged 20 to 60,” she says. 

Colour crush
A Fruit A Day inspired by the colours of fruit has a vibrant colour palette of ‘grape, watermelon, strawberry, kokum, kiwi, cherry, custard apple, and date’, while A Girl In Seven Cities employs elements borrowed from locations in India. For instance, the Machilipatnam shorts, with its roll-up detailing, is reminiscent of the town’s fisherman and their rolled up mundus and the Gurgaon tops, featuring geometric prints, are a reflection of the highrises the city is known for. The third collection uses khadi to create minimalistic tops and tunics in vibrant shades of yellow, green, blue and orange. “I’d like to think that my clothes are not 100 per cent traditional, neither are they 100 per cent Western. That’s the true representation of the modern Indian woman. One needs to keep up with the times. Traditional wear is perfect for occasions but not practical for the daily grind,” she signs off.

Rs 699 upwards. Details: grassbygitikagoyal.com