IndiLuxe collaborates with fashion designers to launch ‘Apron Project 2020’ on Tata Cliq Luxury
IndieLuxe announced the launch of its new multi-brand product category, gourmet food, with a design collaboration. The business teamed up with ten designers to create a collection of aprons with ten pieces available of each design.
The participating designers comprise Payal Singhal, Doodlage, Urvashi Kaur, Jodi Life, Ka-Sha, Nappa Dori, Padmaja, Khanijo, Anavila, and AntarAgni.
Payal Singhal’s apron for the collaboration features, “a vintage-inspired silhouette and ruffled detailing,” the designer announced on her eponymous brand’s Facebook page.
“There is a powerful synergy between both, the art of designing and cooking,” said IndiLuxe’s business head Rina Shah, IndiaRetailing reported.
“We all take great pleasure in cooking, and it is therapeutic for many. What is unique about this project is the fact that each of these designs is a true embodiment of the designer’s aesthetic sense. We are excited to have collaborated with these exceptional designers who have created pieces of art. With the launch of the Apron Project, I look forward to our valued, discerning customers embracing and encouraging their inner chef, and cherishing our aprons.”
The business’ entry into the food market reflects changing consumer tastes in the ‘new normal’ post-lockdown. Groceries proved a highly popular product category during lockdown and, as there is less need for occasion wear due to cancelled social engagements, IndiLuxe believes luxury food will garner more demand from shoppers remaining home.
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