Indian by Manish Arora

IMA Clothing Pvt. Ltd is a joint venture between Biba Apparels & Manish Arora. In a first of its kind venture in the Indian apparel industry, the country’s largest ethnic women wear retailer BIBA and internationally acclaimed fashion designer Manish Arora have entered into a joint venture agreement to promote Manish Arora’s premium ethnic wear brand – ‘INDIAN by Manish Arora’. While doing so, BIBA has picked up a majority stake (51:49) in the newly formed joint venture company marking its foray in the bridal and luxury ethnic wear category. n n‘INDIAN by Manish Arora’ is a premium ethnic wear brand launched in 2009, particularly to tap the burgeoning premium ethnic wear segment in the country. It offers outfits such as Salwar kameez, kurtis, tunics, t-shirts, sarees, lehengas among others. The company now plans to have a pan-India presence while exploiting BIBA’s strong retail expertise, production capabilities, robust supply linkages and well established network. To start with, the company plans to open up exclusive brand outlets in major metros; and also be available at prominent BIBA stores and other major Multi Brand Outlets (MBOs).n nIndian by Manish Arora is a contemporary Indian wear collection for a modern women inspired by Manish’s colourful and vibrant world using traditional Indian craftsmanship for weaving, embroideries and embellishments and at the same time incorporating state of the art printing, pattern making, stitching and finishing machines to create a beautiful, premium and extremely fashionable clothing line.n nTopkapi – This story imbibes elements from the interiors of the topkapi palace in Istanbul and weaves it with an element of futurism. Perfectly harmonized Ottoman Islamic sacred geometry is represented through rexine laser cut work , hence adding a jewel tone dazzle to the outfits. The mood is strong , almost warrior like but the details are abundant in intricacy and finesse. n nChinese Opera – Truly dramatic and resplendent much alike the Peking opera costumes of China, this story makes a strong impression on the inspiration board this season. Distinct Chinese aesthetics are strongly adhered to in every aspect , right from fabrics , to color palette and of course the embroidery. Interesting usage of materials and motif placements are a key feature of this collection.n nBead work – This story is a marriage between African cuba masks and Oxacan bead embroidery. The color palette is understandably not quintessentially African as it borrows from Mexican sensibilities as well. The motifs and the bead work are complex and exquisite. It is a mesmerizing concoction of colours, yet cleverly controlled for maximum effect . The end result is harmoniously hypnotic.n nKosovo brides – Eastern Europe havens some truly enchanting cultures and art . The traditional costumes and makeup of the brides of Kosovo is unique and ethereal . The motifs are an interesting combination of dots , linear geometry and florals . The colors are pale, mostly whites , and powder blues incorporated with generous amounts of iridescence and hints of stronger blues for effect. This collection effortlessly stands out for its dreamlike surrealism.n nMirror work – This story interlaces both Persian mirror work , traditionally known as ayenahkari and colored mirror work in the Buddhist temples of Thailand. The bright jewel palette is more characteristic of the thai temples where as the motifs are more geometric and Islamic much alike the Persian counterpart. Intricate laser cut rexine pieces are the primary material for embroidery, hence resulting in a sparkling brilliance identical to mirror mosaic .n nBali doors – Traditional houses and temples in Bali have astoundingly beautiful wooden carved front doors rich in colors and characterized by unmistakable Balinese motifs. This collection aims at capturing the essence of this in every manner. The fabrics are sheer hence the layered cutwork embroidery gains more prominence and lends a dash of exoticness to the outfits. n nPaisley – Essentially Indian , this collection celebrates the discernible paisley motif . The motif itself has emerged in multifarious forms through the passage of time and in this collection it has donned a riot of colors in the form of applique. The Peacock and other distinctly Indian motifs are effectively fused along with the paisley and generous doses of gold added to recreate the perfect festive mood. n nRetro flowers – This theme revels in the glory of flower power. Retro floral motifs are beautifully translated into three dimensional couture embroidery using beads, sequins , appliqué and vinyl cut work. The color palette is bright and cheerful with hints of gold and fluorescence. The overall effect is quite fantastical and is evocative of an interesting and quirky version of the bygone 60s. n nBuyer Contact:nMrityunjaya GuptanM: +91 9717590975nE: mrityunjaya.gupta@imaclothing.innW: www.manisharora.comn nMedia Contact:nKapil SangwannM: +91 9899101991nT: +91 120 4018400nE: kapil.sangwan@imaclothing.in

W: www.manisharora.com