Swap your high street brands for these 7 pocket-friendly designer labels
The Elle Carnival has us rethinking our summer wardrobes
“I’m so happy to discover so many fresh new brands, my summer wardrobe is sorted,” a happy shopper gushed to me as she rushed to the payment counter, clutching an astonishing assortment of bills. The declaration was in reference to the host of young, pocket-friendly labels who made their debut at the Elle Carnival For A Cause, held over the weekend to raise funds for underprivileged breast cancer patients.
With prices starting at Rs 1,300 and capping off under Rs 13,000, there’s no reason these homegrown names can’t find a place alongside your high street finds. From Poochki to Jodi Life and The Ikat Story, refresh your wardrobe this season without the sting of a maxed-out credit card.
Cost: Rs 2,500- Rs 10,000
With their gender-fluid shapes and strong colour palette, The Pot Plant caught our attention at the Lakme Fashion Week Gen Next show a few months ago. Eco-friendly cotton jackets, khadi dresses and multi-tasking garments that double up as kurtas or shirt dresses will do battle with the blazing sun on your behalf. Shop here.
Cost: Rs 5,000 – Rs 13,000
Thai-Indian Aruni Banditanukul charmed the crowd with her pastel perfect collection, pairing denim soft enough to sleep in with salmon pink details. The Elle team promptly lost our hearts to a reversible summer trench that flew off the shelves quickly enough to surprise the designer herself.
Shop Aruni on Pernia's Pop-Up Shop
Cost: Rs 1,300 - Rs 12,000
Let your quirky side reign supreme with Poochki's animal motifs, block-printed on natural fabrics. At their Lakme Fashion Week debut, the brand focused on sheer layering, and it's easy to see why that panda bomber attracted more than a few fans at the Elle Carnival. Shop here.
Cost: Rs 1,900 to Rs 5,000
Using sustainable fabrics like Tencel alongside organic cottons, The Summer House prides itself on being an environmentally conscious brand that also sticks to the principles of fair trade. The name is evocative of the clothes themselves, light and airy without requiring extensive and expensive aftercare. Shop here.
Cost: Rs 3,500 onwards
If the idea of clothes that cling like second skin makes you recoil, Three by Pallavi Dhyani will inspire the opposite reaction. The designer espouses the freedom of anti-fit clothing that is trans-seasonal, which is great for your wardrobe and even better for your budget. Shop here.
Cost: Rs 1,999 - Rs 19,000
Launched by two fashion stylists, The Jodi Life is pure, unadulterated exuberance, captured on cloth. The brand works exclusively with Indian textiles, and uses hand-block printing techniques in vibrant colours to illustrate their easygoing silhouettes. Shop here.