BRFL Textiles Private Ltd. (BTPL), home to India’s largest single-roof state-of-the-art fabric processing facility, has launched its premium ceremonial ethnic fabric line under its fabric’s brand, “LinenVogue – La Classé”. The collection has been crafted in collaboration with renowned fashion designer Manish Malhotra.
Through the launch of this fabric line, BTPL aims to cater to the pent up demand for the wedding and festive season, and to promote linen as a preferred ethnic and festive wear fabric amongst the Indian audience.
The fabrics, which are designed for the upcoming festive and wedding season, has been handpicked by Manish Malhotra, to complement the intricate embroidery. This is the first time that Manish Malhotra has curated a festive line using the versatile linen fabric, and the collection is a true representation of the elegant curations the designer is synonymous with. This is also the first time that linen has been adorned using a monochrome and vibrant palette with a combination of intricate coated embroidery, vintage zardosi and Rajasthani sequin work. The intricate embroidery and the collection has been worked on by over 60 skilled karigaris at BTPL over the span of 6 months.
The festive catalogue which consists of 36 looks for both male and female customers, will be available across LinenVogue la classe’ exclusive brand outlets as well as through the 3000 Multi Brand Outlet’s spread across the country. For the convenience of customers, the company’s exclusive brand outlets has inhouse trained tailors, who will be at the store to facilitate and guide customers and to customize the fabric’s as per their requirements.
Speaking about the launch of the collection, Mr. Prashant Agrawal, Managing Director at BTPL, said: “We are delighted to launch our novel festive line collection as we look to provide our customers with a wide range of premium ethnic wear.The collection is a true representation of the superior quality, design innovation, and heritage value that the brand embodies. Each and every fabric has been uniquely and intrinsically designed and curated keeping in mind the rising demand for festive attire. We are confident that the premium linen fabric that has been used to curate the collection will redefine ethnic fashion, and position ethnic wear as a sought after apparel segment. Manish is particularly recognized for his exquisite designs, and it is a honour for us to have him work on our fabric line and lend it a touch of elegance and finesse that he is globally renowned for.”
Through this signature collection line, BTPL is expecting substantial revenue growth, and a 15-20% increase in in-store footfalls.
Speaking about this new collection, Mr. Manish Malhotra said: “Linen is a fabric I have worked very rarely with, so when I was asked to style a range of the new fabrics with Linen Vogue, I was most excited. I wanted to travel through a diverse palette of prints & colors that oscillates between the old-world regalia and the modern repertoire. The alluring fabric of LinenVogue – La Classé is a symphonic harmony of various heterogeneous elements that span from staid classic to the edgy take of new-age appeal. They inspire a sense of reminiscence and reflect upon the transient nature of time in a range of new-age, dynamic and wayward selection of linen this season.”
LinenVogue – La Classé is one of the leading linen fabric brands, renowned for its high-end, niche, designer fabricsthat are crafted, spun, woven, processed and finished in the company’s Tarapur unit, which is one of the most technologically advanced and leading fabric processing unit in India. LinenVogue – La Classé is certified by CELC (European Confederation of Flax & Hemp), a guarantee of traceability for premium linen fibre grown in Europe, and is a natural and sustainable fibre cultivated without artificial irrigation and is GMO free.