New label Turn Black to launch men’s line
Nutan Dayal, Robin Chanda, and Amit Singh Chauhan came together to launch Turn Black, a fashion brand that, as its name suggests, sells only black clothing.
“We want to break the stereotypes and myths surrounding this colour,” Dayal told The Hindu. “We’ve heard countless things such as black representing evil, death, witchcraft and a notion that married women shouldn’t wear black,” Dayal explained, with the hope that the team’s new label will work towards changing this perception.
The brand launched its online store last month and it sells a selection of find tops, shirts, skirts, kurtas, dresses, trousers, and jackets. Designs are simple and elegant with details provided by embroidery and fabric covered buttons, all in black of course.
The brand’s summer collection is entitled “Enigma” to reflect the colour’s mystique. “For me, it’s about style coupled with comfort and elegance,” said Dayal.
The brand’s next move is to launch a menswear collection, which will be in the same simple style and also all in black. The brand also aims to branch out into different traditional embroidery techniques, already using Kantha embroidery on dresses. In the brightly coloured world of Indian fashion, Turn Black will no doubt make an impact.