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Web Exclusive | New York Fashion Week ties up with Indian company for bed & bath collection

Web Exclusive | New York Fashion Week ties up with Indian company for bed & bath collection
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First Published: Fri, Jan 18 2008. 11 43 AM IST

Fern Malis, senior vice president, IMG Fashion
Fern Malis, senior vice president, IMG Fashion
Updated: Fri, Jan 18 2008. 11 43 AM IST
New Delhi: You no longer have to source exotic bed linen from overseas. Fragrant, aromatic bed sheets, luxuriously soft to the touch and germ and bacteria resistant will now be available in India.
Converting bed linen into bed fashion
Converting bed linen into bed fashion
Converting simple bed linen into bed fashion is Maishaa, a brand promoted by AK Retail which is one of the first companies to make its presence felt in this specialized area of home linen.
A luxury home fashion textile brand, it uses the highest thread count (650-thread alignment per 10 sq. cm) and has a blend of ‘Sofin’ – a micro filament man-made fibre that comes from Japan, known for its superior softness, hygiene and durability. Little wonder then that its product range comprises of textured linen that is ‘finer than silk’ and ‘lighter than cotton’ with special motifs and patterns that a offer both international styles and those that are typical of the Orient.
According to Arun Garg and Amandeep Singh of Maishaa, there was a huge gap in the quality, variety and design range of bed and bath linen in India. We decided to position ourselves in the premium segment by catering to the well refined sensibilities of the fashionably conscious Indian.
Post New York Fashion Week, the company will add new ranges designed by an international pool of designers who will keep in mind Indian sensibilities and weather conditions.
Not only is this a first for an Indian linen company to have an official tie up with the New York Fashion Week, it is also the first time that IMG Fashion, the world’s premier producer of fashion weeks, has associated itself with such a licensing arrangement.
Available in three ranges there would be the normal range in the Rs7,000 –12,000 price band; the premium range that would be upwards of Rs15,000 and the wedding range in the Rs45,000-65,000 bracket.
According to Singh, the fragrant bedsheets are already a hit in the Indian market. Available in lemon, aloe vera and lavender they come in 25 colours, are made of Egyptian cotton and their fragrance lasts as high as 20 washes.
Fern Malis, senior vice president, IMG Fashion
Fern Malis, senior vice president, IMG Fashion, credited as being the creator of the Fashion Week in New York has been visiting India for the Lakme Fashion Week and says, “I have been witness to the sweeping changes in Indian fashion over the last six years. This is not restricted to just how people want to look and what they want to wear, but goes deeper to reveal how they want to live. Which is why the concept of fashion has expanded from ready-to-wear collections that are displayed on the ramp to things like linen which are just as important to make a fashion statement.”
In a unique promotional initiative, a lucky draw resulted in 36 shoppers winning 2 days 3 nights trip to New York for the fashion week starting 1February, courtesy Yatra.com
Currently retailed at more than 40 stores across 10 states including Jagdish Stores, Next Shop, Shoppers Stop, Yamini, Lifestyle, Seasons
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First Published: Fri, Jan 18 2008. 11 43 AM IST