BTPL collaborates with Manish Malhotra on ethnic fabric collection

By

Isabelle Crossley

Published
Jan 11, 2022

BRFL Textiles Private Limited (BTPL) has joined forces with couturier Manish Malhotra to launch a collection of textiles designed for ethnic wear under the brand, LinenVogue - La Classé.

Designed to cater to demand during the upcoming wedding season, the new collaborative fabric line is designed to promote linen as a preferred ethnic and festive wear textile for Indian shoppers, BTPL announced in a press release on Monday. The collection’s fabrics have been handpicked by Manish Malhotra as it is the first time the eponymous designer has curated a line using linen. 
 
The 36-look collection for men and women was manufactured by over 60 skills craftspeople at BTPL over a six month period. Textiles feature vintage-style zardosi and Rajasthani sequin work, intricate coated embroidery, and a colour palette which varies between monochrome and vibrant hues to suit a range of tastes. 

“We are delighted to launch our novel festive line collection as we look to provide our customers with a wide range of premium ethnic wear,” said BTPL’s managing director Prashant Agrawal in a press release.

“We are confident that the premium linen fabric that has been used to curate the collection will redefine ethnic fashion, and position ethnic wear as a sought after apparel segment. Manish is particularly recognised for his exquisite designs, and it is a honour for us to have him work on our fabric line and lend it a touch of elegance and finesse that he is globally renowned for.”
 
The line now retails from LinenVogue - La Classé exclusive brand outlets as well as through around 3,000 multi-brand outlets across India. The brand’s EBOs have in-house tailors so shoppers can purchase their fabric then have it customised as per their requirements. BTPL expects this new launch to increase in-store footfalls by between 15% and 20% and lead to substantial revenue growth.
 
“Linen is a fabric I have worked very rarely with, so when I was asked to style a range of the new fabrics with Linen Vogue, I was most excited,” said designer Malhotra. “I wanted to travel through a diverse palette of prints and colours that oscillates between the old-world regalia and the modern repertoire.”