Light and Breezy: Jashn welcomes monsoon with colourful collection

A leading ethnic wear brand for women, Jashn has been bringing out innovative designs and styles every season. Since its humble beginning in 2003, with a small store in Lucknow, the brand has come a long way. It has grown big and is today a trusted name in the ethnic wear segment. With its monsoon collection, it brings the best of ethnic designs to the stores.

Jashn strives to provide innovative designs to consumers. The products include beautifully designed saris with prints and delicate embroideries, elegant salwar kameez suits, trendy ready-to-stitch suit pieces and lehengas. The USP of the brand is: it aims to provides the best in fashion from India and worldwide. Last month it had introduced the ‘Elan’ collection, and before that it had ‘Fun in the Sun’.

Monsoon magic to enchant and entrance

Rahul Jashnani, MD, says “During monsoon, the wardrobe is restricted to the ‘Two C’s – Colour and Comfort. The latest collection is bright and flashy this season. Vivid coloured kurtis and salwar kameez sets are in vogue.Jashn brings a lot of peacock blues, soft pinks and bright orange in this collection. At the same time, the collection also has muted shades of grey and black, earthy tones of beige, brown and khaki. The cuts are asymmetrical, floral and abstract. Kaftans teamed with leggings are the hot picks this monsoon. Also, special emphasis has been given to fabrics which dry faster and prevent stains from getting permanent. So lot of georgette and crepe has been used. Other than that we have cotton and chiffon as well.

Ethnic wear finds happy takers

Jashnani points out, ethnic wear market in India is growing in a big way. “It has received more acceptance in global markets as well. Even the government is focusing on this segment by investing in it. Already khadi has got a huge fillip. The sector is expected to grow 8.4 per cent over the next decade.” Jashnani adds, “It is true that there are plenty of players in the market with each player giving tough competition. However, this is what keeps a brand going. Adapting to latest trends and staying updated to new methods, styles and designs helps a start-up brand to grow.”

From one small store, today Jashn has over 80 stores across 33 cities and is located in the best malls and some of the finest high street locations of India. It has three stores in the UAE, one in Dubai and two in Abu Dhabi. The brand is also available on e-commerce sites such as Jabong, Myntra, Snapdeal, Flipkart, Amazon and as well as its own site, www.jashn.in.