Sanjay and Shammy Choraria, owners of Chola Fashion, are bringing to Bangalore’s stage a collection that will tempt mothers-to-be…
Fashion has a purpose. Apart from giving young girls a body to aspire for — the industry per se is responsible for generating millions of dollars every year. Therefore, designers have a responsibility towards their customers. And it’s not just about the latest colours or embellishments — fashion, in many ways, is about giving individuals a new identity and confidence.
And Bangalore-based fashion house Chola Fashion has tapped that need to the tee. Gearing up for Blenders Pride Bangalore Fashion Week, Sanjay Choraria, partner of Chola Fashion, says that they thought one of the best ways to reach out to the audience would be to create a line for expecting mothers. “It’s not very common for a designer to go to a fashion week with a maternity line, but we had to do something that can be related to by the audience. Maternity wear is not about large, oversized clothes; it’s about being comfortable in what you wear. So, we have created three separate lines — work, leisure and party — that will look into the fashion needs of every pregnant woman,” he says.
In fact, the label has also invited pregnant women to check out the show that takes place on July 28. “I think they will understand our collection the best. Each of the garments has been designed keeping comfort in mind. We’ve used fabrics like cotton, linen, georgette etc — fabrics that are easy to wear, flexible and expand as the woman reaches later months of her pregnancy,” adds Sanjay.
From trousers in solid colours to subtly printed tops, to gowns for evening-outs to capris and dresses for leisure wear, the collection by Chola Fashion, if not anything else, is extremely practical. So much so, they are completely open to customising the designs for those who need it.
“Maternity wear is not about being baggy. It’s about being cut to and tailored to suit the pregnant woman well so that she can sit and work for at least six to seven hours without being uncomfortable,” Sanjay says.
In fact, the designer and his wife/partner spoke to various gynaecologists to actually zero in on the technicalities of the design.
“We have also received much support from Lifestyle, the stem-cell research company, and Cloud 9, the pre and post-natal hospital, and they are sponsoring my entire endeavour; we must be doing something right!” signs off Sanjay.
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