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    Denim Story,  the luxury  multi-brand  denim store, showcases trends and jeans that Hollywood favours

    Lead - Designer (Inset)AT A time when some of us have forgotten the simple pleasure of slipping on a beloved pair of jeans, Denim Story touches on that nostalgic nerve. The multi-brand luxury denim boutique from Mumbai makes their fourth visit to Chennai this weekend, at Evoluzione, where about 150 pieces and over 10 superstar brands will be on display. We’re talking distressed, skinny, low-rise, high rise, slim boy and 20 other styles that are heating up fashionable party zones across the world. After all, Mala Hemnani and Mitali Purswani from the store curate their collection after extended stops in Los Angeles. You’ll find everything from the celebrity powered J Brand to Goldsign, Paige, Siwy, Joie, AG Jeans and James Jeans seen on Hollywood’s A-listers. But the denim anthem that everyone is singing is ‘ripped’. “We do two seasons, spring-summer and fall-winter and I can tell you that ripped, the completely shredded style that everyone is favouring, is going to trend for the next two seasons at least,” pronounces Purswani, who manages the brand. She is emphatic that ripped has replaced the classic boot and the classic skinny styles for 16 to 50-year-olds! “J Brand has the recall factor for our global travellers but in the last year, the demand for Frame (arguably fashion’s hottest denim brand, manufactured in LA) has exploded and the edgy details, whether Lead 2tattered at the knee or slashed throughout, are becoming a badge of effortless style,” says this luxury brand management expert. Hemnani, who founded Denim Story with Suchita Vaswani, agrees, adding that the versatile black jeans is becoming a great replacement for the Little Black Dress at parties. Denim Story works with Bollywood stars and corporate heads and has features like the Denim Concierge (where a consultant brings your denim home for fittings) and the Jeans to Go service (jeans are couriered to you). The services will be extended to Chennai when they launch their website next month. For now, they are certain we will love the DL1961 brand, for its curvy styles. At Evoluzione today and tomorrow. Priced from `15,000 onwards. Details: 28333627
    — Rosella Stephen

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