House of Masaba chooses online launch for latest collection

By

Isabelle Crossley

Published
Sep 12, 2019

Masaba Gupta’s House of Masaba chose a digital launch for its latest collection. The brand’s 2019 festive collection launched online on September 12.

House of Masaba launched its festive 2019 collection on Thursday. The brand chose to first launch the collection on its Facebook at 9pm IST and subsequently on its dedicated e-commerce store. The brand, which is pursuing an omni-channel expansion strategy, is encouraging online shopping with this digital launch. 

The collection features the brand’s signature whimsical prints with new editions this season such as the “Emerald Jungle Print” inspired by the Pir Ghazi of Bengal’s Mughal illustration. The print features on lehengas and sarees and has a deep green background, one of the main hues of the collection. “This collection embraces the dark side of the floral whisk in romantic silhouettes, giving the Victorian era a House of Masaba punch,” wrote the brand on its social media about the collection.

Gupta also recently released a capsule collection of slogan t-shirts commenting on our relationship with social media. One t-shirt reads “Social media is a river” and another asks, “Is it Instagrammable?”

The brand is currently gearing up to return to Singapore for a pop-up shopping event on September 21. The event will take place at The Colonial and feature the brand’s latest collection.