“The word ‘Giovani’ in Italian means youth. So, no matter what age you are, these clothes will bring out the youthfulness in you. And what better than the youthful vibrant global city of Bangalore to launch our brand with. I believe garments should behave in the same way as the city,” said Dhir, founder chairman, Giovani, at the store launch in the City. Bangalore is the first City in South India to open its doors to this Italian apparel brand that already has its presence in the USA, Europe, the Middle East and Northern India.
Aimed at chic city clothing, the brand targets both men and women. From casual, corporate to evening wear - the store is a one-stop-shop for city slickers. Titled ‘Sunny Delight’, the casual wear is a take on the 60s with tie-up tops and lacy tights. As the name suggests, the colour palette is on the sunny side with lime greens and yellows among other hues. Dresses are a prominent factor in women’s wear with the styles catering to both day and evening wear. Knee-length dresses sport colourful floral and abstract prints. Evening wear in rich fabrics are very international in construction.
But it’s the men’s range that surprises you. The range is exhaustive and very chic. The suits have an impeccable finish and come in innumerable fabrics, colours and styles. From colourful casual linen jackets, stylish black velvet coats for a cocktail evening to prim corporate suits - there is enough to choose from, for a change! International in spirit and fit, some jackets come in trendy self-designs, satin detailing and collar variations. Similarly, shirts come in great fits and styles - classic executive pin-stripes to party wear in bold prints - it’s a welcome change.
Interestingly, the styling and the pricing of the brand has been altered to suit Indian lifestyle. Explains Dhir, “Whatever may be accepted in London, may not be suitable in Holland even though it’s a few miles away. Indian women like sexy and sensual clothing but prefer to stay away from revealing clothes. Again, the fabrics differ depending on the climate of the country. Thus, the trends are on a par with the brand across the world but the fabrics have changed to suit India’s tropical climate. Again, the clothes start at Rs 990, making it more affordable for the price-conscious Indian consumer.”
The plan is on to start the kids’ section soon and open another store in Bangalore. Chennai, Hyderabad and interestingly expatriate-driven Pondicherry are in the pipeline as well. The aim is to have 70 stores of the brand across India by 2010. So, one more joins the international brandwagon of Bangalore.
The flagship store is located on St Marks Road (opp Bishop Cotton Girls’ High School).
