Payal Singhal revamps e-commerce site, launches face mask line

By

Isabelle Crossley

Published
Jun 29, 2020

Womenswear designer Payal Singhal has launched a revamped e-commerce site to enable an omni-device experience and has launched a line of reversible face masks and a digital art exhibition.

“We have had a working website for over 10 years now,” Singhal told Indo-Asian News Service. “Apart from the Indian market, we even have a huge international customer base and the website has been helping us serve our NRI [Non Resident Indian] clients over the years. Going forward, the e-commerce site is going to be extremely important for business and so we utilised this time to enhance our existing website and worked on providing a better user experience to our customers. We are working on adding new styles on the website and keeping it updated each day.”

The new website launched with dedicated interfaces for android and IOS smartphones, tablets, and laptops. The e-commerce site has now opened deliveries across India and internationally, the brand announced on Facebook.

With the opening of lockdown, Singhal also recently launched her spring/summer 2020 collection ‘Parvaneh’, along with an accompanying digital art exhibition, she announced on Facebook.

Inspired by the change “at the heart of our 'new normal'," Singhal has created a set of digital collages featuring her latest designs and models in a state of metamorphosis.

“‘If nothing ever changed, there would be no butterflies’: The quote not just sums up the mood of our SS ’20 collection and this art project, but also of the world we find ourselves in,” Singhal announced on her brand’s Facebook page.

“And since change truly is the only constant, why fight it when you can embrace it?”  
 
Another way the brand is embracing the ‘new normal’ is by launching product lines tailored to customers’ new needs.

The brand has released a line of non-surgical face masks, which come in a wide variety of the designers’ classic, whimsical prints. The masks are reversible to give multiple styling options and are washable so they can be worn multiple times.