An indian brand wants to conquer Europe

Born in a small village near Calcutta, Ritu Kumar is one of the most famous fashion designer in India and she is beginning to be recognized internationally. She started working with materials like cotton, leather and silk in her modest workshop and today she has shops in 14 cities all over India and one flagship store in New York.

Following the tradition using Indian apparel and mixing western influences with her individual talent, she is now part of the international scene of fashion and she already organized fashion shows in prestigious cities like New York or Dubai. In 2002, her son Amrish Kumar, with a strong background in Economics and Marketing International decided to join her mother's adventure to incorporate several changes and modernize the operations of business. Talented artist as his mother in fashion design, he also built the brand "LABEL by Ritu Kumar". LABEL uses the established forte of traditional Indian design and converts it into a fashion oriented international product aimed at the young, global Indian woman with a contemporary lifestyle. LABEL retails from most Ritu Kumar stores as well as some stand alone stores.

The new LABEL's collection Spring-Summer 2009 is presenting a look reminiscent of European fashion from the 60's and 70's combining colors and embroideries from the "Massai tribes" of East Africa with the traditional Bengali sari weaves, using solid lines in a stretch silk cotton in fitted clean shapes or mixing traditional Indian prints and refined shapes declined in turquoise, pink, indigo blue or olive grey as subtle colors. Amrish's ultimate vision is to create the first Indian house of fashion by metamorphosing the Ritu Kumar brand to the House of Ritu Kumar by expanding the design house with different brands such as LABEL and cater to all parameters of fashion by further expanding into accessories, perfumes or jewellery. The launch of the Tree of Life Eau de Parfum, created in the South of France is the first step towards this.

Image: Ritu Kumar

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