Ritu Kumar launches new line 'Label Basics'
Womenswear brand Ritu Kumar has stepped into loungewear with the launch of new casual wear line ‘Label Basics’ which features minimal separates and neutral toned kurtas.
A departure from the brand’s bohemian occasion and fusion wear, Ritu Kumar’s new line is designed for shoppers staying home and looking for simple, yet thoughtful designs. Label Basics features t-shirts, loose dresses, kurtas, and sets and is part of Ritu Kumar’s subsidiary Label Ritu Kumar. The line officially launched on Monday, the brand announced on Facebook.
“Given the spike in working from home and athleisure, we’ve witnessed an increasingly functional approach being adopted to fashion,” Ritu Kumar’s managing director Amrish Kumar told Vogue India about the impetus behind the new line. “Label Basics bridges the gap between work and leisure with quality, functional pieces.”
“Dressing down stylishly has now become central to our work-from-home philosophy,” added Kumar, about evolving consumer demands.
“While comfort and function were attributes previously kept ensconced in our homes, they are now accepted in work and public. As a brand, we have realised that business models need to be agile and willing to accommodate such transitions.”
The launch comes just a week after Ritu Kumar launched an affordable occasion and casual wear brand Aarké. This new line was also conceptualised by Amrish Kumar.
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