Aesthetic individualism

'Anmi' is a line of contemporary ethnic clothing, inspired by the fact that every woman is unique in her own way. It offers a range of  contemporary ethnic wear like short and long 'kurtis', A-line  'kurta' to contemporary long 'kurtis' with palazzo and wide-legged pants.

"Our latest line offers pieces that can be transformed  into multiple styles and looks. A flared 'kurta' can be worn as  a dress or a long 'kurta' can be paired with denims. 'Anmi' has  always been about comfortable yet trendy clothing," explains  Rishi Vasudev, vice president, Flipkart Fashion.

Elaborating on each of the categories, Rishi says that 'Anmi'  targets the fashion forward women who love to wear their clothes  as an individualistic style statement. He says that 'Ikat'  range consists of geometric patterns structured in a attractive way and  those in the 'Indigo' range are crafted in blues and motifs that  breakaway from the traditional mould. "The 'Indigo' range is inspired by the indigo block prints of Jaipur, ensuring a fresh  contemporary look. Another addition to the collection is the  'Quirky' range which is vibrant, fresh, playful and totally  unorthodox, and finally the 'must-have' range has neat cuts  and is made of natural fabrics," says Rishi.

He adds that the designers have consciously used a myriad of  colours like pink, orange, yellows and Indigo. The designs are an  outcome of the research findings of the brand team.  "This  collection is popular with young women because we have  delivered exactly what the customer wants. The information that  we gather from our research is deep, specific and exhaustive. For  example, findings of what kind of consumer wears a mandarin  collar, what colour works in which demography, what fabrics  move the fastest off the shelves -- these insights lie at the very  foundation of our designing processes, along with a strong sense  of fashion aesthetic," says Rishi.

Vindya Niron, a student of Mount Carmel College, wore a red cotton 'ikat-print' 'kurta' and paired it with yellow palazzos.
Punchline: "I liked this outfit because it is good for everyday wear and suits women of all age groups."
Price: Kurta (Rs 967) and palazzos (Rs 849).

Aafreen K, a student of NIFT, chose to wear a Bohemian style 'kurta' with a white legging.
Punchline: "The colours are bright and it's perfect for a college goer. I like the prints on the 'kurta' and one has a wide range of palazzos to choose from."
Price: Kurta (Rs 599) and leggings (Rs 349).

Ritu Ghanghas, a student of Indian Institute of Science, wore a indigo shirt 'kurta' with blue palazzos.
Punchline: "The combination of white and blue is always appealing. It is chic and perfect for a casual outing with friends.
Price: Kurta (Rs 1,045) and palazzos (Rs 849).

Priyanka K, a student of Mount Carmel College, picked up a black and orange asymmetrical 'kurta' and paired it with black palazzos.
Punchline: " The clothes are great when it comes to design, comfort and style.
Price: Kurta (Rs 967) and palazzos (Rs 849).

Ashika Haresh, a student of CMR Law School, slipped into a yellow 'Ikat-print' yellow 'kurta' and white palazzos.
Punchline: "The style of this outfit is extremely flattering and the colour is bright. The prints on the collar make it one-of-a-kind."
Price: Kurta (Rs 936) and palazzos (Rs 849).

Malaika Susan Mathew, a student of Mount Carmel College,  picked up an indigo round-neck 'kurta' and paired it with black  leggings.
Punchline: "The prints on the 'kurta' suit the taste of  young girls and is comfortable.''
Price: Kurta (Rs 1,045) and leggings (Rs 349).