Anomaly launches first boutique in New Delhi
The minimalist fashion brand Anomaly opened its first flagship store and studio in Shahpur Jat, New Delhi, last month.
Anomaly’s collections have been available online since the brand was founded in 2015 both through their official e-commerce site and through other online retailers such as Pernia’s Pop-up Shop. The label decided to open a brick and mortar store with an attached studio facility in Shahpur Jat, an urban village and creative hub in the South Delhi district. This follows a recent trend with many up and coming Indian designers opening shops in this district including the labels Kanelle and Sahiba Singh. International brands have also made a home in Shahpur Jat such as Les Parisiennes owned by French-born Catherine Barbier Prakash and Lucie Salaun, and Kardo, owned by British Indian Rikki Kher.
Anomaly launched in 2015 and quickly gained popularity through e-commerce platforms. The label mostly uses naturally sourced fabrics and is known for its casual and minimalist inspired design. The shop features both menswear and womenswear along with homewear and accessories.
The brand was set up by Medha Kosla who graduated from the Pratt Institute, New York, with a BFA and spent ten years working with American brands including DKNY, Joe Fresh, and Vince. Medha opined that “the market is more saturated” in the US and it is “a lot harder to raise capital to do your business” where in India it is possible to “organically build something” and cited this as a reason why she decided to pursue her brand back in India.
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