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18 Fire showcases asymmetric styles for the festive season

By Meenakshi Kumar


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Young girls today prefer to be dressed smartly and in the latest trends. Their fashion tastes change with every season. It is to cater to such young women that Indo-western wear brand 18 Fire has launched its new range for Autumn/ Winter.

Asymmetric cuts define new styles

For upcoming Autumn/Winter, 18 Fire has played a lot with cuts, colours and silhouettes. Asymmetric cuts are much in vogue. The colour palette has been done keeping in mind international trends. Olive green and gold have been used for the latest collection along with some bright tones to go along with the festive collection. Also, 18 Fire has introduced light weight combination fabric of crochet and lace fancy knitted and embroidery fabric. 18 Fire has launched a series of short tops and pants in addition to its other outfits. Exclusive wear includes high-end kurtis and ensembles particularly for the festive season. In trousers, a full crochet pants with smart styling has been introduced. Says Rakesh H Morvadiya, Partner, “Slim fits always gives the illusion of classy and slim look for any body type. Keeping that in mind, we have launched trousers that are stylish yet unique, giving it a designer fit we have played a lot with the fabrication.”

Changing tastes of Indian women

Women today prefer fusion wear over traditional attire. A typical salwar kameez is less of a choice compared to a long kurta teamed with pencil pants. 18 Fire offers women wide choices in fusion wear and its sister concern ‘Divyanshi’ offers economical range of kurtis. In any case, ethnic wear is now relegated to special occasions, with women preferring to wear them during festivals or for a wedding. Indian ethnic wear market was estimated to be of Rs 82,220 crores in 2014 and is expected to grow at a CAGR of 9 percent. The market is dominated by women’s ethnic wear is comprises 83 percent of the total apparel market. It is followed by kids at 9 percent and men’s at 8 percent.

Also, most women prefer to mix and match their outfits. Mix and match is the key ingredient in 18 Fire products. 18 Fire has always believed in changing with latest trends. And its USP is uniqueness. The brand relies on quality control measure variability of raw material and latest equipment. It aims that the products are wearable by a large number of people which in turn leads to a bigger market growth.

For 18 Fire, the arrival of global brands has changed the scenario and made competition more severe but it is confident that its uniqueness will keep it a favourite among loyal base of customers. The brand is available in more than 1,600 MBOs all over the country.

18 Fire