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    Designer duo Lecoanet Hemant mark the 35th anniversary of their brand with an accessible line for Amazon

    PENCIL skirts and peplum tops in unusual textile combinations a�� for years now, Delhi-based brand Lecoanet-Hemant have pushed the envelope with technique, be it handmade lace, leather or 3D applique, and silhouettes. Last month, 35 years into the business, the Indo-French label 1attempted something else a�� a fusing of the haute couture spirit with e-commerce smarts. Having tied up with Amazon, they launched the fall-winter line from the brand Genes with a live streamed show at their factory in Gurgaon. Popular with international stars and French aristocrats, the designer duo admits that shopping patterns have changed dramatically in the last year. a�?It was the sensible thing to do. We were thinking of a bigger selection and all roads led to Amazon. We liked their unique market positioning and the idea of a shoppable runway,a�? says Hemant Sagar. The duo is the latest in a long line of designers who have woken up to the realities of a fast disappearing haute couture audience and the practical advantages of e-commerce. Their target audience is the under-30 millennial and the style is a�?daily dressinga��. a�?a�?At a wedding you know what is required of you; it is only with everyday wear that people are insecure,a�? continues Sagar, commenting on our strong cultural heritage. Genes offers affordable yet aspirational clothes for the global tribe in cotton and a�?intelligent synthetic materiala��a��. But what really makes the cut is the pricing. a�?Almost 60 per cent is under Rs 10,000,a�? says Sagar. The colours are conservative, from winter dark to neutrals and a pop of orange. a�?a�?At 58, the phenomenon of being part of the Facebook generation is most exciting,a�? concludes Sagar.
    Priced from Rs 2,500 to Rs 25,000. Details:
    amazon.in

    Rosella Stephen

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