Not So Serious opens first flagship store in New Delhi

The 1200 sq ft concept store, in Kalkadas Marg, Near Qutub Minar, Mehrauli, New Delhi, encapsulates the whimsical spirit of the brand with occasionwear, the signature pret line and the newest edition, kidswear. The kidswear comprises “mini me versions” of the couture line including sequined gowns, A-line dresses, skirts and crop tops.

The 1200 sq ft concept store, in Kalkadas Marg, Near Qutub Minar, Mehrauli, New Delhi, encapsulates the whimsical spirit of the brand with occasionwear, the signature pret line and the newest edition, kidswear. The kidswear comprises “mini me versions” of the couture line including sequined gowns, A-line dresses, skirts and crop tops.

 This concept store has been conceptualised and designed by the architect Anica Kochhar with the narrative start of a garden, a walk away and pergola guiding a person through the clothes. The path leads to the verandah, reflecting the comfort of the home. Alice in Wonderland theme has been used to add twist to the narration of house concept of the store.

Not So Serious is a label by designer Pallavi Mohan. Since its establishment in 2007, the label has been displaying collections that merge western sensibilities with Indian ethos. Currently, the brand retails from leading stores in USA and UK as well as in Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, Goa and Jaipur in India. The store also has its presence online at Anthropologie.com, PerniasPopupShop.com, Exclusively.com and DateTheRamp.com.