First Look: Miss Selfridge launches in India
An exclusive look at the brand’s upcoming show at Lakmé Fashion Week
After launching Dorothy Perkins and River Island in India, Jabong.comis all set to launch Miss Selfridge. The UK-based high street brand is bringing an edited collection of girly, flirty designs to the e-commerce site, launching today with a runway show at Lakmé Fashion Week.
“What I wanted to bring over is pretty much the essence of the brand. So it’s sexy and very glamorous with day to evening wear, outfits for going out, and I’ve made sure there’s clarification on the prices. It’s not really expensive, it’s got incredible value for money,” says Yasmin Yusuf, creative director of Miss Selfridge.
The runway launch will have black and white outfits. “It makes it very graphic and very clear,” she says, sure that the brand will be loved by the audience. “I’ve looked at India for a long time because we manufacture here. We’ve seen all the changes [in the retail space] and the acceptance of western wear brands.”
Yusuf hopes to test waters with the online launch, building the brand name in the country. “I’ve been following Indian fashion. It’s quite unique in the way they mix everything. I think we will learn a lot from the first launch. But it’s not part of our plan to have loads of stores – it’ll only be key markets and places.”
Click through to see exclusive pictures of the collection.
Miss Selfridge launches on Jabong.com, followed by the runway show at Lakmé Fashion Week Winter/Festive 2014, on August 23, at Palladium Hotel.