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The timeless fabric
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Fashion changes before you can blink twice. But jeans have withstood the test of time
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PHOTO: BHAGYA PRAKASH K.
IN STYLE There is plenty to suit the requirements of the young woman but there is enough to choose for the older woman too
Walk down any street and you will be greeted with plenty of slim waists flaunting low hip jeans that at times threaten to go further south. These exposed waists, caught between tube tops and hipsters, are certain to give with adipose tissue a serious complex.
With fashions changing as fast as they are created, jeans have survived changes, albeit in altered avatars to suit the trend of the day. They continue to be the centre of any fashion display besides being the mainstay of any teen's wardrobe.
Cashing in on this, especially on the young woman's jean requirement, is Jealous Jeans with its attire purportedly made to excite the one of the seven deadly sins — envy. This outlet specialises in jeans that are structured to suit varied requirements starting from low waist to the normal waist, with the fit tailor-made to suit the Indian figure.
For the young
Says Rachna Aggarwal, Corporate Service Head, Jealous Jeans: "The Indian woman is differently structured from the western woman. Our jeans are explicitly tailored to suit the young Indian woman." According to her, the trait that makes her company's product standout is because the accent is on "comfort and perfect fit".
The outlet also stocks western wear for the young woman, between the ages of 17 to 24, though Rachna points out that "many older women too are our customers". The colours and the styles appear to be ostensibly designed to cater to the hip, teen crowd.
"Typically, it is the teenage and the young office-going women who are fashion conscious. The jean-wearing crowd too is largely confined to this age group. That is the reason we target this market rather than the older women," says Rachna.
To satisfy this market, there are plenty of tube tops, spaghettis, short skirts and minis, multi-coloured tops, some of which just grab your attention. "These multi-coloured tops are hot selling items. Essentially you need to blend and wear them with the right attire and the effect can be stunning," chips in Rachna.
According to her, "The demand for these tops are not confined to younger women alone but extends to older women too." She further adds that the choice of design and style is guided not by age but by attitude and size.
Currently the Sugar and Kitsch collection is displayed, "depicting bold colours and floral patterns lending the freshness synonymous with spring and summer."
The outlet has a unique ramp outside the trial room to enable the customer to try on her dress and walk down. "The idea is to allow her to try them on and feel comfortable." Beanbags are strategically placed next to the ramp. "The beanbags are for her companions to sit back and assess her choice of dress," adds Rachna.
"The idea is to make the customer feel relaxed and comfortable to browse and try on our pieces. This concept is essentially based on the psychology of women where a relaxed and open ambience is sure to draw them back for future purchases." Even the lighting inside the trial room has been structured to meet this psychology. A dimmer option has been incorporated to allow the customer to see how the attire would appear in the evening.
The outlet totally concentrates on casual western wear with formal wear section proving to be almost insignificant. Party wear too is minimal. The embroidery is very minimalist, just enough to make a statement. Says Rachna: "The idea is to keep the work minimal and accentuate the looks merely by choice of colours, cuts and design."
Jealous Jeans is situated in Indiranagar and can be contacted on 32904206.
NANDHINI SUNDAR
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