JOIN USThe brand has clothes for every season. Its designs not only look distinct but have a rich feel. Be it seasonal or for any special occasion, WoW’s range of Indian wear is envious to say the least.
The designers at WoW have played around with bright colours and textures. They take the liberty to experiment with their work which comprises an array of colourful and stunning ethnic wear. Ajai Motwani, managing director of the brand, prefers to describe the clothes at WoW as “experimental” and not following a particular path. “The clothes come in bright colours and the designers have done well to experiment with prints in new and exotic colours, whimsical patterns and fresh cuts,” he states.
He feels that the Indian woman needs to look ethnic as well as modern. “We believe in offering bright colours and fresh cuts this season. The cuts play an important role and we have a range of slim-fit garments as well,” states Ajai. There are several categories at the store such as the bridal collection of ‘lehengas’, mix and match category. The western wear at ‘Mint’ section includes gowns, jackets, denims and tops. The many findings and market research carried out by the design team have proven that most women look out for a neat blend of cut, colour and design while buying a garment.
The brand stocks light flowing ‘kurtas’, heavier ones that are more apt for an evening out and a range of bright and colourful ‘kurtas’ that are perfect for college wear. “Our product range boasts of unique cuts, designs and patterns. We design keeping in mind our target audience, which ranges from a young girl to a woman aged 60,” explains Ajai.
The design team has always worked towards achieving two things that every woman is looking for — clothes that are fashionable and fit well. “We try to mix both aspects in the garment. Whether cut, print, work, colour or fabric we don’t differentiate between anything.”
The saris at WoW are particularly interesting and the brand has done well to include a range of ready-to-wear saris. “We have always attempted to make the sari an easy-to-drape garment. Our ready-to-wear section caters to the younger generation who find it hard to wear a sari,” Ajai states.