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 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.