Extreme comfort, affordability and chic are what actress Bhumi Pednekar, who gained fame as the overweight heroine in Dum Laga Ke Haisha, looks for in her outfits. The actress looked lovely in a flowing long dress in autumnal colours and has lost much weight post her successful debut. She revealed this at the launch of Raisin – a contemporary line of fusion wear for the modern women.
The launch was done among much fanfare and grandeur at an exclusive preview at the JW Marriott. At the venue, multiple mannequins in Raisin clothing gave a glimpse of what the new clothing line will look like. The brand displayed sophisticated high-quality fabrics, colourful designs and trendy styles from their Autumn/Winter 2018 collection.
Co-Founders Vikash Pacheriwal and Vishal Pacheriwal, speaking about the essence of the brand and why it all began, said that the DNA of the brand is a balance between comfort, life and fashion while embodying the spirit of the contemporary dressing. The range displayed trendy cuts, chic motifs and elegant prints from the collection through a Kabuki Theatre style setup, where each mannequin was dressed up to represent a certain style from the collection.
Raisin’s contemporary fusion wear line specialises in a variety of products like dresses, kurtas, tunics and gowns crafted from premium fabrics like linen, cotton, georgette, cotton-silk, khadi-silk and muslin. The brand caters to comfortable daily wear for all occasions and offers a wide range of patterns and styles across its collection without repetition or similarities.
The Autumn Winter collection introduces four unique styles: Songs of the Breeze, The Blush of Blue, The Shades of Fall and The Staple Dews – all inspired by fall and can be worn as formal wear or party wear during several festivals and celebrations.
Bhumi later said,“Raisin represents everything the modern woman looks for in one stylish piece of clothing. I’m thrilled to be a part of the brand launch and I’m eagerly looking forward to more designs with every changing season!”
Vikash added “Our vision was to create a brand that sustains for decades and is known to provide comfortable fashion to today’s modern women. It is only with the help of our spectacular marketing, branding and design team that we have come one step closer to making our dream a reality. We also cannot thank Bhumi enough for being a true embodiment of what Raisin stands for – adaptable, versatile and classy. Today, even though the latest fashion is easily accessible to consumers online, there is still a gap that needs to be filled where consumers can physically see the trends online and then make their purchase. Most brands are available through the mediums of MBOs and EBOs only; Raisin wants to reach a larger audience through its SIS retail model. We’ve carefully created products that are affordable without compromising on quality and comfort and we hope the market likes it!”
