E-commerce giant Amazon’s fashion arm has partnered with DBS Lifestyle LLP to launch River, a multi-designer brand in partnership with four of India’s most celebrated designers including Ashish Soni, JJ Valaya, Manish Arora and Suneet Varma. River will offer prêt and occasion wear, catering to both men and women, at affordable prices.
The ‘Season1’ was launched on October 1 featuring 270 styles, online on Amazon India.
Ashish Soni’s Millennial Man collection is targeted for a younger audience. “I have been inspired by the youth of India and that segment is hip and energetic. It is even for people who might be older and want to look like the current generation”, said Soni. Ashish Soni’s collection for River is far more ready-to-wear and casual than his signature label, which is more tailored and more formal. The range has separates and can be described as athleisure.
JJ Valaya compares the River project as that of Karl Lagerfeld, Roberto Cavalli and Versace collaborations with high-street fashion brands – H & M. Valaya calls “idea of RIVER is stylish accessibility.” JJ has created a line of ‘Royal Sports’ for River that has contemporary separates. As per the designer, ‘Royal Sports’ is unlike anything the label has done before.
Manish Arora’s line for River, ‘Disco Gypsy’, features Arora’s signature bright and modern take on Indian design. Printed casual wear for men and women is decorated with multi-coloured paisley and star print designs.
Suneet Varma womenswear line ‘Garden of Eden’ draws its inspiration from nature with a line of sarees featuring floral motifs. “I wanted our first collection for RIVER on Amazon Fashion to encapsulate the Suneet Varma timeless idea. It is very much inspired by our DNA, so I would say it’s more classic, but still girly and flirty”, said Suneet.
Amazon Fashion India, disclosed, “When we think of the customer for Amazon Fashion, each customer is looking for something different and the same customer is looking for different things at different times. RIVER is conceptualised with keeping the consumer in mind.”
Text by Jaydeep Ghosh
Image Courtesy: Ashish Soni, JJ Valaya, and Suneet Varma
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