Ritu Kumar launches affordable fashion label Aarké
Fashion house Ritu Kumar has launched its affordable fashion brand Aarké to cater to women who want affordable designer wear for occasions in their daily life.
Aarké has been conceptualised by Amrish Kumar, who is the managing director and creative director of Ritu Kumar. The collection includes kurtas, kurtis, dresses, suit-sets, tops, and bottoms.
“An Aarké woman for us means – one that lives in the moment and is yet rooted in Indian sensibilities, is a multi-tasker, and someone who does not shy away from her preferences of what she wears. With Aarké we aim to reach a more varied audience for whom design and quality along with a certain price sensitivity is at the core of her shopping,” in a statement said Amrish Kumar.
Designer Amrish Kumar is a second-generation entrepreneur, who was challenged to grow a largely boutique business into a highly successful, pan-India women’s apparel company.
With the launch of Aarké, Ritu Kumar aims to bridge the gap between designer wear and price points. The brand is presently available exclusively on its website.
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