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FASHION AND FEMALE POWER

— Meher Castelino

It’s the season of fashion collection launches but 109F added that extra zing to its Spring Summer '15 line with unconventional twists. The location was the lawn of Mediterranean restaurant Aquaba on the fifth floor of the glass ceiling Peninsula Business Park in the thick of the corporate down town hub of Mumbai.

 

Shifting the evening into high gear, Rahul Mehta, Managing Director, Creative Lifestyles declared that the brand was putting the ‘F’ back into fashion with its Spring Summer 2015 line for contemporary young women who work towards their dreams and make a difference. “We have always been committed to fostering a culture that empowers women and that is why we are using this platform to highlight and recognise the achievements of young women who have contributed to society and are a source of inspiration to their peers,” he explained. The eleven collections were interspersed with women achievers being felicitated by well known personalities in their respective fields. Keeping the tempo upbeat was Suchitra Pillai who gave a racy commentary through the evening.

 

Pune-based Krushnaa Patil—who scaled Mt Everest in 2009 at the tender age of 19—was honoured by famous ghazal and playback singer Pankaj Udhas. She has also climbed Kilimanjaro in Africa, Vinson Massif in Antarctica and Aconcagua in South America! Shipra Khanna—winner of Master Chef India Season 2—had fashion retailer Roopam‘s Viren Shah honouring her. After her win, she has opened ‘House of Taste’ in Ahmedabad, is the anchor of TV shows ‘Pure Sin’ and ‘K for Kids’ on ‘Food Food’ Channel, authored ‘The Spice Route’ and isthe  culinary connoisseur for Tourism Australia and Cox and Kings. Philanthropist Aalia Furniturewala got lots of hugs from mom Pooja Bedi when she gave her daughter the memento for achieving an A+ in her major — studio art and minor social psychology at The University of Oxford. She does creative writing, film making, editing and has appeared in the television soap ‘Maa Exchange’. YouTube’s nineteen-year-old singing sensation from Dehradun, Shraddha Sharma, was felicitated by journalist Meher Castelino. At 15, she uploaded her first song ‘Main Tenu Samjhawan Ki’ from the the movie ‘Virsa’ on 30 April 2011. Since then, her videos have witnessed two million views, making her channel ‘Shraddharockin’, the highest subscribed in India with 18,583 subscribers!!

 

Moving on to 109F, opening the show was a pretty line of white cocktail dresses titled ‘Snow‘. Simple and elegant, these delicate sheaths will be perfect for summer evenings. ‘True Blue’ was a line of printed, floral, blue-and-white dresses, blouses and skirts ideal for a lunch date. The timeless elegance of black and white was showcased with pops of colour for ‘Formula Solution’ — cute shorts, tees, fluid pants and blouses. Floral collection ‘Oriental Bloom’ had a burst of flowers on asymmetrical dresses and fluid tops. ‘Pop Art’ was about kitsch; the bold colourful line of knits, shorts, dresses, drawstring printed pants, skivvies and lacy white jackets. Going rustic, ‘Folky Floral’ with vibrant floral patterns in flowing fabrics in ethnic shades of coral and deep pink. Wide-leg leisure pants, sheer tops and long maxis completed the line. ‘Shibori’ was all about the age old Japanese technique of tie and dye, adapted to create contemporary designs on slim pants, tunics and blousons. ‘Denim’ was easy on the eye with popular silhouettes like skinny jeans and jackets. For summer glam, the glitzy black ‘Evening’ — sequinned gowns, cocktail dresses, beaded flapper minis, patio pants and feminine blouses — was ideal for that formal date under the stars! Will-power lace gowns, shimmering one-shoulder maxis, side slit column dresses, glittering blouses and shifts added to the collection’s style quotient. Price wise, the ensembles are wallet friendly — starting at INR 399 and moving up to INR 2399 — making the garments affordable for the stylish working woman! Truly, a great concept and a fabulous evening.
 

MEHER CASTELINO
 
23-FEBRUARY-2015
 
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