Home Chennai Many shades of denim at The Collective

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    Buying director Julie Woodhead gives you several good reasons to check out The Collective’s Denim Studio

    The denim-based compartment in your wardrobe is possibly packed to overflowing, but you roll with just a few. It’s therefore a good idea to look up the promotion underway at The Collective this month for some worthy additions. Featuring about 17 brands, including Jacob Cohen, Nudie and, recently, DSquared, in addition to all-timers like Versace Jeans, 7FAM, Armani Jeans and True Religion, this ‘studio’ has been curated by Julie Woodhead, international buying director for the premium retail concept from Madura Fashion and Lifestyle.

    photoComing soon
    McQ Alexander McQueen, Paul & Joe and Comme Des Garcons Play are recent additions in select Collective stores, and Marc Jacobs apparel and accessories (Rs. 20,000 onwards) for women will be joining the club. Karl Lagerfeld is also likely to be in stores in August.

    Get your fix

    Jacob Cohen and DSquared have both been making their presence felt here. The former makes the cut for special features, such as seasonal print handkerchiefs in the pockets or their exclusive limited-edition boxed denims. All with the signature coloured haircalf patch! ‘‘The first Jacob Cohen we sold didn’t even get to the shop floor,’’ she confides, pointing out that their regular customers are clued in and quick to snap up new arrivals. The luxe advantage continues with the more ‘‘aggressively fashionable DSquared with fits that might challenge some customers.’’ We’re talking drop crotch, loose through the thigh and tighter in the ankle. It helps that the brand already has a following in India, even if the price point is ‘‘a little bit scary.’’Also, visibly distressed denim is a big trend now.

    The Collective has been addressing different segments, with Polo shirts that begin at Rs. 3,500 and brands like Hackett and Lagerfeld, but the South stores are geared towards men. Don’t panic, though. Woodhead promises trunk shows for women in Chennai soon, given that we are ‘‘confident customers who easily pair high street with luxe.’’

    VersaceJeans from Rs. 12,000. DSquared2 from Rs. 13,000. Details at thecollective.in/luxedenimstudio and 28332128

    Trend meter

    While women insist on coatings, finishes and techniques that give ‘butt lifts’ when it comes to denim (think J Brand, Liu Jo, 7FAM), Woodhead says consistent male shoppers are more than happy with the addition of lycra or spandex in more ranges (Versace Jeans, True Religion, 7 FAM). Other trends? Dark indigo, intense saturated colours and the revival of grey denim. ‘‘India embraces colour much more than Europe can, but comfort is a deciding factor,’’ she concludes.

    — Rosella Stephen

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