Amanté unveils ‘Enigma’ range with ‘Calendar Girls’

Through an evening that witnessed everything from glitz to glamour, sensuality to high fashion, premium lingerie brand Amanté from MAS Brands launched its exquisite ‘Enigma’ range. The gala saw the gorgeous cast of forthcoming film ‘Calendar Girls’, Akanksha Puri, Avani Modi, Satrupa Pyne and Ruhi Singh sashay down the ramp as showstoppers with film’s director Madhur Bhandarkar. Meanwhile, the brand is putting in place its plans of opening its first boutique store in Bangalore this Diwali.

Sensuous & premium Enigma collection

The fashion showcased the new Enigma range through four sequences: Style Diva, Spotlight, Romance and Champagne. Exquisite, seamless and sensuous and crafted to ensure a smooth silhouette with no visible lines, Enigma is considered Amanté’s most beautiful range so far. Besides the collection displayed at the event, the brand also plans to add collections under sleepwear, swimwear, sports or Gym, Yoga and Zumba wear for the upcoming season. “This manifests that India consumer is ready to explore new areas,” says Ajay Amalean, Managing Director, MAS Brands.

Speaking on the occasion, Smita Murarka, Head of Marketing and E-commerce MAS Brands India said, “For a woman, the most important wardrobe staple is a comfortable, great fitting set of lingerie. With this new seamless collection, we are taking comfort to a whole new level. As a brand, we are constantly trying to address our consumers’ unique fit challenges. With Enigma, every woman would feel confident and fashionable in her skin.”

As of now, the brand’s designing, sourcing, supplying and raw materials is done from Sri Lanka. Asked whether the company would consider manufacturing in India, Amalean said, “Sri Lanka is not too far from India and I consider it a part of the country. We also have India-Sri Lanka free trade agreement, thus it does not make much difference whether we manufacture in India or Sri Lanka. But if need arises, we certainly will consider manufacturing here.”

Strengthening foothold in India

The Enigma collection is available at Amanté’s online platform, Amantelingerie.com and select stores like Lifestyle, Shoppers Stop and Central and leading online platforms such as Zivame.com and Myntra.com. “E-tailing is a fast growing channel in India and we believe, it is here to stay. But for a category like lingerie, a consumer has to experience once, so we are launching our first Amanté boutique in Bangalore by Diwali, which will help people experience it. Then we will move to online,” explains Amalean.

As the company is focusing on establishing its presence in the country given the size and potential it holds, it also aims to expand its wings in Southeast Asian region. Launched in India in October 2007, Amanté has a fully integrated supply chain and design offices in New York, London & Hong Kong that offer premium lingerie products.

“I see Amanté as a premium lingerie brand in India. We see ourselves as leaders in terms of fashion, in terms of comfort, in terms of offering something new to the Indian consumer and also creating an experience, very differently from the past,” sums up Amalean.