Fashion is continuously evolving with time. With the COVID-19 pandemic came the work-from-home trend and so the need for elevated essentials and athleisure.
Catering to the market, designer Ritu Kumar took a step forward and launched Label Basics under her fashion brand, Ritu Kumar Label.
The Ritu Kumar Label is synonyms with rich colours and heritage prints. The brand recognised the need for functional and comfortable clothing given the situation and has shifted its consumer pattern. Introducing Label Basics, Ritu Kumar ushers in a new way of dressing with key elements extracted from her brand philosophy- the fascinating prints, seamless tailoring and high-quality fabrics.
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The Basics section is the one that a Label Ritu Kumar patron will resonate with, without compromising with timeless style and comfort. The line focuses on versatile pieces that are trendy must-haves for the homebound generation. Think well-cut, fuss-free dresses, eased up bottoms and relaxed co-ord sets with minimalistic details and high-quality lightweight fabrics such as derivatives of cotton, rayon moss and chiffon.
It’s is an equal parts statement-making and comfort choosing line whether one is working and lounging at home or dressing up for the evening with chunky accessories. The colour palette ranges from blush pinks, tropical greens and sky blues, to deep monochrome tones. The collection is accessible to the average consumer at a friendly price point.
A seamless transition of work-from-home to out, Label Basics add an element of year-round style to one’s wardrobe.
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