Azmina Rahimtoola & Aparna Badlani Host Preview at Atosa


By K. Ashwin Mob: 00919920183006 E-mail:

Atosa, the eclectic multidesigner store at Khar, Mumbai by Azmina Rahimtoola and Aparna Badlani hosted a Preview on Monday 24th September 2012 to showcase DL1961 Jeans, Kallol Dutta, Mayank & Shraddha and Jewellery by Vijeta Ramchandani of “Raya”.  According to Azmina Rahimtoola of Atosa “This is the perfect season to present new festive collections as well as a luxury line of denims. This is a time for some shopping frenzy and Atosa as always unveils hot new trends for the quarter. From DL 1961′s revolutionary denims to Kallol Dutta’s avante garde, “Not So Regular” looks to Mayank & Shraddha’s soft fluid lines, Atosa heralds the start of a new fashion season”.

Denim Story (for luxury denims) by Mala Hemnani brings in the season a new addition : DL1961. DL1961 is currently one of the most revolutionary denim labels to emerge in recent times with its innovative XFIT Technology. The 4-WAY stretch XFIT LYCRA® fabric is crafted from a cross-weave technology and this patented stretch formula creates 90 percent less pressure at the joints, inseam and back rise. The result is high performance denim with 360 degrees of movement that will never sag or lose shape. It simultaneously contours every curve of the body to provide an unparalleled custom tailored fit. And most importantly, it helps to create the ultimate perfect-fitting jean.

“With all that the DL’s have paved their way into Celebrity wardrobes, be it on the Redcarpet or basic streetstyle, Making it the season’s ultimate closet essential.”, says Mala Hemnani of Denim Story.

Seen at Atosa at this elegant evening do were the designers for the evening : Mala Hemnani, Mayank & Shraddha and Vijeta Ramchandani. Guests present included Gauri Pohoomul, Shalini Shahani, Kunika Singh, Sheeba, Priya Bhimani, Himashi Choudhary, Swati Shetty. Dressed in designer threads & baubles were Sona Mahapatra in Kallol Dutta; Nisha Jamwval who came wearing a blue stone neckpiece by Vijeta Ramchandani; Sonal Sehgal made a statement in a Mayank & Shraddha creation.

Aparna Badlani(dressed in Kallol Dutta) and Azmina Rahimtoola (wearing Vaishali S) were the warm, gracious hosts who ensured all guests were well attended too, as they shopped and tried out different outfits. An array of canapes, tarts and mini carrot cakes kept everyone in sweet spirits!

“This new season at Atosa is as exciting as it is versatile and colourful, with a special focus on structure & silhouettes. We offer a shopping experience par excellence!”, says Aparna Badlani of Atosa.

Winter 2012 by Kallol Dutta contains 4 print stories. They are ‘Dismembered Fingers’, ‘The FREE COPYRIGHT series’, ‘Birds morphing into Bats’ and the ‘Mating Snails series’. Most of the prints are based on notions of beauty in society today. A 54 piece collection mixed and matched, create looks which have detailed construction techniques, closures and forms in wool, silk, leather and cotton. Colours have been used abundantly and form an important role in graphic relief. As a firm believer in ‘runway to rails’, wherein each and every garment shown on the runway is sent into the retail spaceand garments are not shown for the sake of creativity, Kallol feels that this line will cement the fact that there are takers for ‘not-so-regular’ clothing.

Vijeta Ramchandani of “Raya” unveils a line of jewellery at Atosa that is unique and eclectic, in keeping with the design ethos of the store.Large semi precious stones juxtaposed with punk rock chains and leather. Uniting all the designs is the attention to detail and emphasis on raw materials with each piece plated in 22K gold or rhodium plating. The collection is clearly demarcated into four ranges : Florals, Chains, Leather and Stones.

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