Joining the foray of designer stores in the city is designer Niranjan with the launch of his IWEE Styling store. The designer, a graduate from the Indian Institute of Handloom Technology at Venkatagiri, and NIFT, Hyderabad, has launched his styling line in an effort to reach the middle class. For most who consider being fashionable as an expensive affair, Niranjan hopes to bring about a cheaper range that is affordable yet classy. The store also has another section named “Couture” which will house the Organic fabric like Jute-and Cotton. This organic fabric is especially collected from weavers of Pochampally and Cherala in A.P and Chattisgarh. Various designs are then produced from this organic fabric. As a part of his endeavour, he plans on bringing international brands to the middle class people; garments sourced directly from the manufacturing factory. This, he explains, will not only cut down on cost but will also give him the chance to style the fabric as per his target market. While experimenting with fashion is part of his style, experimenting with fabric has found expression in ‘Coture’, a separate section in the store. Coture deals with organic fabric like jute and cotton that is collected directly from the weavers of Pochampally and Cherala in Andhra Pradesh and Chhattisgarh.The designer has worked and learnt his trade by assisting other designers like Gaurav Gupta, Reena Dhaka and Mandira Wirk. He has also assisted on the styling for about 14 films which include Rakhi, Chandamama, Lakshyam and Hareram. The store, which is located at Raj Bhavan Road, was inaugurated by actress Priyamani and actor Navadeep on Friday.
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