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    Get your hands on Vedika Merha��s designs at her new e-boutique

    In the short span of three years since she launched her label, designer Vedika Merh has managed to carve a niche for herself in the fashion industry. Her Kolkata-based brand, Vedika M, has been featured in magazines and worn by celebs like Huma Qureshi, and retails out of reputed multi-designer stores across the country, apart from sites like thesecretlabel.com and limeroad.com. Now, the young designer has decided to set up her own e-boutique to reach a wider customer base. a�?After three years in the industry, I thought now was the right time to tap into the online market. My designs are extremely comfortable and wearable, so Ia��m hoping they will have a lot of takers across the country,a�? begins Merh, who graduated from the Nanyang Institute of Fine Arts, Singapore.
    The label prides itself on its signature prints, that are either hand painted or block printed. All created by Merh herself, they are a mix of abstract and geometric patterns. a�?We dona��t do digital prints and we work only with eco-friendly dyes. I also believe in having one piece per design, so each garment is unique, and not mass produced. Thata��s something that has worked for us,a�? explains the designer.
    The e-boutique opens with her Autumn / Winter collection that stays true to her brand philosophy of keeping things easy and simple. However, moving away from lighter tones that they are known for, this time, they have experimented with deeper, bolder shades, from electric blue to deep wine and black. Crafted from double georgette and lycra blends, the silhouettes, as always, are modern and sometimes offbeat. On offer are maxi dresses, jumpsuits, jackets and capes, that can transition effortlessly from day to night. a�?Making our presence felt online has been a major step for me. So wea��re going to be focusing on that for a while,a�? Merh signs off.
    `3,000 upwards.
    Details: vedikam.com
    a�� Rashmi Rajagopal Lobo


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