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Indulge Express – The New Indian Express

Love black? This all-black online store is the first of its kind in India

  |   Published: 30th March 2018 06:00 AM

Is your wardrobe’s colour tone black, dark black and darkest black? Well, here’s something for all those who love wearing just black.  Turn Black, a new age online fashion brand, launched this month, claims to be India’s only all-black clothing line. With the simple idea of breaking the stereotypes associated with the colour black — the brand aims to celebrate the hue and take it from representing grief and morbidity, to a fashion staple that defines sophistication.

The Delhi-based brand is an initiative of the design house Dot Studios, and is the brainchild of Nutan, who is also the fashion director. The 28-year-old roped in Robin Chanda and Amit Singh Chauhan (both 28 years old) and created Turn Black. Even though Nutan had no professional background in fashion, she designed an entire line that personified comfort and elegance.  “Black has quite a stigma around it,” says Nutan. “We’ve heard a lot from our team where women are questioned about their choice to wear black for occasions. In fashion, the colour is versatile and timeless, but the consumer still have qualms about wearing it because of such incidents.” As you scroll through their Instagram, you find shrugs, pocket dresses, tops and pleated dresses, all in black. Their style is boho-chic, comfortable and almost lazy wear, but with panache. “It’s a celebration of comfort, style, contemporary classic with a core focus on everyday staples,” says Nutan.

After finding a market in young women  who are rebellious with different tastes, Turn Black is now looking to create a men’s line and a summer collection with Chanderi and organza.  In a world of vibrant colours and vivid patterns, we ask Nutan if black limits creativity and design. “One will be pleasantly surprised by how a tightly secured sheet of dark fabric can change the look and aesthetic of a stitched design. We’ve never had a moment of ‘what comes next’ while creating our collection.”
`1500 onwards.


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