The objective of the project was to create a fashion capsule for the transitional season between SS18 and AW18/19 for the brand Elle at Arvind Lifestyle Brands Limited. The design process started with understanding the brand and customer profile. A holistic market survey was conducted to understand the current consumer trends followed by detailed research on the runway trends for SS18 from WGSN. Ankita compiled and analyzed data to finalize the theme. Key silhouettes, prints, embroidery artworks and techniques were then explored for use in the final collection.
The capsule collection designed for Elle was based on the theme named ‘Art Strokes’. The collection showcased dresses, shirts, blouses, t-shirts, trousers, skirts, shrugs, tunics and jackets. It was targeted at the chic and elegant ‘Elle woman’, who is fun-loving and experimental. The collection included checks and arty florals in bright shades that beautifully blended both the summer and winter color palettes.