Diva'ni opens flagship store in New Delhi
Diva’ni has opened a new flagship store in Defence Colony, New Delhi. The store resembles an ancient palace and houses the brand’s opulent couture.
The new Diva’ni store resembles a royal residence complete with high arches, bejewelled lighting, intricate cut-out screens, and Persian carpets. The colour scheme is warm and is almost exclusively cream, white, and gold. The clothing displays are minimal and more attention has been paid to creating a regal atmosphere and space where customers can order their custom couture.
Diva’ni recently launched the “Boota-Booti” edit, a collection inspired by “chapters of history, a vintage kaleidoscope and a confluence of many influences,” according to the brand’s social media. The collection features traditional multi-coloured patching techniques using velvet on silk. The brand’s signature zardoz resham flowers adorn the couture garments and celebrate the legacy of “the ‘rangdaar karigari’ of Hindostan,” according to the brand.
Diva’ni was launched in 2013 and creates couture inspired by bygone eras. The brand cites Persian and Mughal influences as well as the art and craft of Sind, Amritsar, and Multan.
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