AWA – Newly launched Design Den To Wow Kol

Designers Anindita and Soni At AWA Launch.
Designers Anindita and Soni At AWA Launch.


AWA the newest entrant in the designer-dress sphere has a plan which can be deciphered in its acronym. AWA standing for Attractive Woman’s Attire – either has offer for head-turners or proffers same to illicit such response. A bridge between designer aspirations and modest splurge is what they have embedded in their demi-couture. The need for it arose with their experience. “We would visit boutiques – either we couldn’t get what we want or our liking came at an exorbitant price”, said, Soni Gupta with her hubby Gaurav Gupta of Mayfair Group ,firmly in tow. Soni, equipped with a NIFT degree took to rectifications.

Basic mantra being Indo-Western, variations in patterns, cuts and silhouettes abound – there’s plenty of slits, mid-riff opens and inordinately bold stuff. So there’s a palazzo with side-torso free-fall pane in raw silk, long kurta that seems like a lahenga, party gown with triangulated gather, asymmetric maxis, dhoti-pattern lahengas and drape saris. Those trending cape-dresses are very much there as are metallic fabric that create  a shimmer with every step. cyclic antiquity peaks through Mumtaz sari – a la drapery actor Mumtaz popularised in her films.

Launched in summer the colors are light and pastel shades of cream, peach, pink , yellow and such the price point being equally salivating. Any gown that would usually cost between INR 70-80K will be made available in INR 12 to 15K, INR 20k is the upper limit nad for bridal collection the rage starts from INR 12k and ends at INR 45K.

Besides the collection by Soni actor Anindita Roy and reknowned designer, Pritam Pandya brings in about 30 -40 items each. Roy’s forte is saris – gunghroo or print (cutlery, chrysanthemum etc) and net-Benarasi and such while Orissa-based Pandya makes his trademark presence felt through antique pattern play on handwoven silks. There are some with alluring zardosi work and incorporating folk motifs, some exhibit digital print on artisan silk weaves.

Address – 25E, Shakespeare Sarani Rd, Cal – 17.