Monday, March 14, 2011



March 13, 2011, Mumbai: Anupamaa Dayal’s range called “Short Stories” presented by Dulux Velvet Touch for Summer/Resort 2011 at Lakmé Fashion Week was a very unconventional title for fashion.

But if the audience felt Anupama would reveal tales of romance, intrigue or drama then they were wrong. Anupamaa’s “Short Stories” fell into six fashion genres - chic, rock, bohemian, classic, retro and ethnic. It was definitely an innovative way to present her collection which could be identified by the segments or mixed and matched from multi ensembles as per the wearer’s needs.

For Resort 2011, Anupamaa created an exquisite collection which perfectly embodied the rich colour, feel and texture of Dulux Velvet Touch, a byword for luxury and premium qualities for walls. The collection beautifully used the palettes of Dulux’s premium paint, Dulux Velvet Touch Trends, to create a stunning line. This unique range was the first official preview of Dulux Velvet Touch Trends, which will be launched in the market soon.

Obviously with Dulux Velvet Touch presenting Anupama’s line, the colour story was in the forefront with the boldest shade blocking combos that were either very diverse or beautifully matched. Anupamaa’s light as air maxis, kaftans, layered midis, super comfortable fluid trousers, sexily slit skirts both long and short, as well as lots of beach covers gave her resort wear line the perfect holiday feel. Chiffon, Chanderi, georgette, crepe and twill silk were the basis of the collection.

Swinging to the beat of pulsating music the models danced down the ramp in a riot of multi hued resort wear to match the beauty of the Dulux Velvet Touch-Trends range. Batik, tie dye, prints of floral, birds and geometric motifs highlighted the sheer fabrics.

Stunning holiday wear started with the draped long dresses, jackets with floral prints, silk sarongs, red kaftan dress, melon pleated long batik tube over gold bikini and the beetroot red outfit with East India print. The sheer pleated chiffon trousers in a Dulux Velvet Touch Trends Print worn with blush pink sheer tunic was stylish, while the fluoro pink skirt with pleats and slits and the long dress with scattered turquoise sequins with rangometry necklaces and the cool placement printed acid orange tunic in Chanderi will appeal to a wide global buyer.

The two saris – a black Tangail with tie-dyed chiffon pleats and edged with acid pink flowers teamed with a white georgette man’s shirt and the other an ornate rust/red printed one will gladden the ethnic wearer.
Giving Summer/Resort 2011 fashion great style options, Anupamaa Dayal’s “Short Stories” in a riot of colours inspired by Dulux Velvet Touch Trends will undoubtedly be one of the top sellers for the Summer/Resort 2011 season.

About Lakmé Fashion Week:
Lakmé Fashion Week (LFW) is jointly organised by Lakmé, the No.1 cosmetics and beauty services brand in India and IMG, the global leader in fashion weeks and event production. LFW has been conceived and created with a vision to “Redefine the future of fashion and Integrate India into the global fashion world”. LFW is organized twice every year. LFW Summer/Resort 2011 will be held from March 11 to March 15, 2011 at Grand Hyatt Hotel, Mumbai. For further information log on to

About Lakmé:
The contemporary and expert in the beauty industry, Lakmé continuously innovates to offer a wide range of, high performance color cosmetics, skincare products, and beauty salons. In addition to leveraging Unilever’s worldwide expertise, Lakmé also partners with the leading cosmetic house; Milan-based Intercos Italia, Schwann Stabilo Germany and Paris-based Fiabila. Combining international cosmetic technology with an in-depth understanding of the Indian woman’s needs, Lakmé also offers its consumers a holistic ‘Beauty Sutra’ experience through its products and services at the Lakmé Studio and Salons. For further information log on to

About IMG Reliance
In 2010 Reliance Industries Limited (RIL), India's largest and most recognized private sector company  headed by Chairman Mukesh Ambani, and IMG Worldwide (IMG), the world’s leading sports marketing and management company  headed  by Chairman and CEO Ted Forstmann, announced the formation of an equal joint venture to develop, market and manage sports and entertainment in India. The joint venture company, IMG Reliance Pvt. Ltd., will provide and operate first-class infrastructure and coaching facilities in the country to unlock India’s sporting potential and to create and operate major sports and entertainment assets in the country.  In its first initiative, IMG Reliance entered into an agreement with the Basketball Federation of India (BFI) to create a new professional basketball league and manage all aspects of the commercial rights to the game in India. IMG Reliance signed a 15-year agreement with the AIFF, to improve, popularize and promote the game of football throughout India, from the grassroots to the professional level.  IMG Reliance has also created a scholarship program to identify and train talented young Indians from sports including - basketball, soccer and tennis–at IMG’s world-class sports training facilities at IMG Academies in Bradenton, Florida.

About IMG Fashion:
IMG Fashion is dedicated to facilitating a gateway to the fashion world - from creation to consumer. We offer solutions that seamlessly connect and associate fashion’s key constituents and corporate brands using IMG’s global resources, influence and expertise. Within the fashion industry IMG represents the world’s top models, leading designers and the most influential photographers, art directors and stylists. The division produces the leading fashion events around the globe and represents many of the industry’s top organizations and federations as well as works with various local and national governments, creating regional and international fashion platforms. For more information on IMG and its business visit

For further information, please contact:
Jigna Shah /Neha Khetan
Genesis-Burson Marsteller
M: 98203 20767 / 9820249045


Post a Comment


Trends Hairstyle Sponsored by liza Caem