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    selling loungewear online, Samyuktha Venkata-chalam launches a new store for dresses 

    SAMYUKTHA Venkata-chalam is not new to the world of fashion. Her online store, floated last year, has given casual loungewear a glam makeover. Coinciding the launch of her pre-winter line with the opening of her flagship store last Sunday at Alwarpet, Venkatachalam’s fashion brand, House of Chase (the name signifies the pursuit of creativity) gets a brick-and-mortar address. The collection features figure-hugging dresses and mid-length skirts made with fabrics like cotton, velour, velvet and fleece. “They (fabrics) are light weight and are all cotton blends,” says the creative director, adding “The silhouettes compliment a woman’s natural curves. Our prints and patterns have an urban vibe, too.”
    For her loungewear line, Venkatachalam takes inspiration from the Victoria Secrets Pink and California-based Juicy Couture. “I’ve never found enough loungewear here since it is not an Indian thing. The clothes that I used to buy abroad were long-lasting and comfortable, and that is exactly what I wanted to bring here,” she says.Featuring silhouettes that are simple and fuss-free, expect hoodies, pajamas, T-shirts, tunics, tank tops and shorts in primary colours.
    With no education in fashion, the B Com graduate hails from a business family and is the first and “probably last” in her family to venture into this field. The 24-year-old has conceptualised and designed the entire collection with help from her team. Currently, the brand manufactures only women’s wear at their factory in Tirupur. In the offing is a men’s wear line, to be launched next month. Though fashion is their primary stream, Venkatachalam wants to add more. “We plan to sell other accessories, but are still figuring out a suitable manufacturing process,” she signs off.
    On Bawa Road, Alwarpet. Rs 699 onwards. Details: 24662777

    Mayuri J Ravi

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