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Define the woman in Anomaly. The woman who buys our clothing is a woman on the go. She appreciates functional, well-made clothing and chooses understated over opulent. This woman is not afraid to express her individuality. Recognisable through its western silhouette with an elegant and utilitarian sensibility, how does Anomaly lend an Indian touch? While our silhouettes are mostly western, the fabrics and detailing has a strong Indian leaning. We work only with Indian textiles and have recently introduced a collection of scarves designed and made in collaboration with Women Weave, an NGO based out of Maheshwar. Are you in favour of the digital medium bringing dramatic such as See-Now-Buy-Now to luxury e-commerce? I think we have to constantly try and innovate new ways of retailing our products. If these unique methods strike a chord with our consumers, then that’s great. After all, we are in the business of selling products so innovation is key in today’s retail landscape. What are your thoughts on fashion’s increasing gender fluidity? I don’t design with this concept in mind. Our clothes are designed keeping in mind the needs of the consumer and the relevance of our designs to their daily lives. I believe fashion should be democratic. Do you feel the Indian fashion scene is slowly embracing diversity or it a brief furore? It makes me very happy to see this change. We must embrace diversity and I don’t think this is a trend. Where do you see the Indian fashion landscape heading in the coming years? A lot of growth and a surge of young designers offering their designs in unique environments. With soaring rents in prime shopping complexes, more and more brands will move online, leaning away from the traditional multibrand stores to an innovative retail space.

Minimalist-chic essentials by Anomaly.

Profile for Shefali Judeline Jauhar

Zhivalian  

A league of Indian millennial designers are on the rise – call them the Counterculturists if you may. Daring to define the contemporary scen...

Zhivalian  

A league of Indian millennial designers are on the rise – call them the Counterculturists if you may. Daring to define the contemporary scen...

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