The Shop to hold exclusive collection showcase at Amethyst

Fashion and lifestyle brand The Shop will launch its new, eco-friendly collection ‘MalMal Mela’ in Chennai on April 28. The exclusive showcase will run at Amethyst’s boutique in The Folly, Royapettah until April 29. 

The Shop’s take on florals for summer 2023 – The Shop

The Shop’s new collection features a mix of breezy, printed womenswear and eco-conscious home textiles and products, the brand announced in a press release on April 26. The showcase will give Chennai’s shoppers their first chance to browse the collection in person and will give the brand a chance to connect with new customers. 
“At 50, older, wiser and more compassionate, one needs to lead the way for a harmonious living, in the light of our planetary health crisis,” said brand owner Kabir Singh in a press release. “Sustainability and social responsibility have become core values for us. Our You Care project is a conscious undertaking to reuse waste cloth, clothing scraps and other fibrous materials and to recycle waste-water from various manufacturing processes. We believe in design by up cycling and in reaffirming our commitment towards a more sustainable future.”  

The Shop’s collection retails from Rs 700 to Rs 5,000 and the brand is fully plastic-free. MalMal Mela features loose, floaty dresses and separates with oversized, realistic floral prints as well as some monochrome looks for a more minimalist feel. Textiles include 100% natural cotton and a selection of menswear and nightwear will also feature. 

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