Dhwani is a Baker & Cake Decorator managing her venture “Delicious D’s” and Jainee is a Corporate Stylist & Image Consultant managing “Image ReDefine”. So what brings these two lovely ladies together? – Their passion for Fashion and creating new outfits from the same clothes
One lazy afternoon, “the indie attire” was born. This is not the regular Run of a mill label. It serves a unique concept of “Clustering”
Dhwani says, “I love dressing from god knows what age. When I go out to shop for India wear, 99% of the times I come back empty handed. So eventually end up creating my own outfits, be it for a formal event or for a party. I saw that people spend `3,000 – `5,000 on a particular kurta and then wear it the same way for “x” number of times. The whole combination, utilisation of clothes is missing. We all love wearing new clothes all the time, but we all have limited budgets. Hence “the indie attire“. It is not just an Indian Wear label. We are selling you minimum 5 pcs at a time and will teach you how to create 10 looks out of it.
Jainee says, “As a corporate stylist and coach to individuals, I advise clients on what they should wear according to their body shape, roles & goals in the organization. People travel abroad so buying a brand like Zara or H&M for that matter is easy, buying western wear or shopping for clients for western formals go easy. However, i saw a gap with Formal dressing and Indian Wear among women. We have such huge range of colours, prints, textiles, yet felt that something was amiss. To fill that void specifically for Indian Formals, we thought of creating a brand. “the indie attire” will focus on Dressing women in Indian wear which are very business like and the USP is to create multiple outfits with the 5 pieces you own.