Home Chennai Bring on the Boho

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    Azure Homea��s new collection has fun with stripes and adds some beach vibe, too

    Fashionable Chennaites have something bright to look forward to amidst the gloomy rains, with the launch of the Azure Home boutique on CP Ramaswamy Road.A� The branda��s founder-director Dipu Krishnamurthi says, a�?Both our store and the home dA�cor continue the expression celebrated by our core brand.a�? The 38-year-old also introduces her new design partner, textile designer Vellachi Ramanathan (35). The second Azure boutique in the city, it is dedicated to the branda��s vibrant array of bed and bath linen, tableware and sleepwear. The flagship store (launched in 2010, on the same road) now stocks only women and kids apparel in breezy cottons and natural fabrics.

    Brand conscious
    Well-known for her chic yet comfy designs, Krishnamurthi says, a�?My vision for Azure as a whole is for it to develop into an iconic Chennai 1brand, which acts as an ambassador of our fair city. The coastal lifestyle that we embrace and represent was crafted around our image of Chennai.a�? Textile aficionado Ramanathan echoes the sentiment. a�?We have worked hard to communicate the beachy-boho aesthetic that the city is famous for. At the same time, our designs have a very global vibe to them,a�? she shares. Ramanathan, an alumnus of the Rhode Island School of Design (2008-2010), has previously worked on research projects on textiles and natural dyes for the National School of Design and the Crafts Council of India.

    Fabric sense
    a�?We have been particular about our fabricsa��using only linens, cottons and silksa��and are working with specialist weavers in Karur and Salem to execute our fresh designs,a�? says Ramanathan, adding, a�?We have also worked with specialists in screen and digital printing in Bengaluru, and rely on the support of our in-house unit in Chennai for our wonderful textiles.a�? The duo has plans to introduce the home dA�cor at their Coimbatore store and on their e-portal (azurefashion.com) soon. And if thata��s not enough to cheer us all up, expect the Christmas collection next month.

    From Rs 590 for home products and Rs 990 onwards for sleepwear. Details: 24672773

    a��Shibi Kumaramangalam


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