Tuesday, October 26, 2021

Dressing it Up

Red carpet specialists Gauri and Nainika Karan launch an ‘ultimate dress collection’ for the online market.

Written by Kimi Dangor |
November 24, 2016 12:04:45 am
magnetic rag, gauri, nainika karan, online shopping, online dress shopping, online clothes shopping, fashion, indian express talk Gauri (right) with Nainika Karan; a design from their new collection

NEARLY 15 years after they launched their western wear label Magnetic Rag – the name derived from a piano piece composed in 1914 by ragtime composer Scott Joplin — Delhi-based designer sisters Gauri and Nainika Karan have become a fashion force to reckon with.

Their eponymous label, Gauri & Nainika, has been sported by the likes of Priyanka Chopra, Deepika Padukone, Aishwarya Rai Bachchan as well as Carrie Underwood, Jena Malone, Gabrielle Union and Beth Behrs on red carpets around the world. Known for their trademark sweeping gowns and vintage-inspired dresses, instantly channeling an Audrey Hepburn-ish vibe, the duo has stuck to their brand philosophy. Even as hordes of designers have taken the lehenga-choli strewn bridal trousseau route to financial success and fame, the duo has chosen to do wedding gowns instead. So, it comes as no surprise that their first-ever online collaboration — a line of ultimate party dresses for Indo-Brit e-retail site Koovs — sticks to their signature silhouettes in the form of swish full skirts, flirty frills and sexy pencil fits.With this collection the sisters hope to reach out to a hitherto untapped audience. “Koovs’ average customer is aged between 18 and 27, whereas our regular buyers are marginally older. Plus, thanks to their economy of scale and infrastructure, they can manufacture and market at affordable rates,” says Gauri Karan, of the collection that is priced between Rs. 2,500 and Rs 6,500.

Aimed specifically at younger buyers looking for the perfect year-end party outfit, the 26-piece capsule collection consciously steers clear of their more sophisticated styles. The line-up boasts of “young and fun” ensembles ranging from skater dresses, strappy gowns, minis and pencil dresses in classic monochromes and bright colours, with a few pieces featuring a customised feather print created by American artist Travis Black. “Every piece is unique. There’s a romper-like dress with a fun and girly tulle skirt, a fitted dress with ruffles at the back and a pencil dress with interesting cut-outs. We love to create styles that make a statement,” says Gauri.

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