Meher Castelino07 Nov 2018
This Diwali move away from tradition and instead go for something eye-catching, while dancing the nights away during the festivities. Go for unconventional glamour but with a sustainable touch that will surely make the lady’s ensemble a conversation-stopper anywhere by a designer who aims to create uber-stylish clothes.
Multi-qualified Tasneem Merchant is more than just a designer. With a fashion design degree from NIFT Mumbai, to Masters in Financial Accounting, diplomas in computer programming, information, systems management and a Thesis on problems faced by the Banana Pseudo Stem industry, Tasneem has also presented papers on various subjects related to fashion.
A professor at the Master of Design course from NIFT Mumbai, Tasneem’s experience in the garment industry is enviable. Her shows around India have been unconventional. Her collection ‘Myriad Hues’ promotes sustainable livelihood for artisans and hence comes up with an array of fibre blends, which are sourced from agricultural waste.
Handloom fabrics lined by 25 unique prints that were digitalised inspired her 2018 Spring/Summer collection “Hidden Shadows”. The linear lines and dark colours of the Byzantine Era inspired Tasneem’s 2018 Autumn/Winter collection.
A Tasneem Merchant creation is a showstopper aimed at the woman who wants to make a great entrance. It’s for women of substance, discerning customers who love to experiment with different silhouettes and who promote sustainable fashion. The garments are wearable, reasonably affordable with high commercial viability.
But Tasneem’s clothes are not for the wallflower that wants to play safe with her sartorial choices. Her Diwali collection is something quite off-the-beaten track, where the focus is on handloom fabrics, recycled Banana Pseudo Stem, Chanderi cotton, linen and banana fibre blends. Pastels, earthy tones and WGSN forecasted seasonal trends are popular colours that Tasneem follows. The brand is minimalistic yet rather opulent and more importance is given to silhouettes and juxtaposition of fabrics.
The various fibres Tasneem works with are extremely sustainable starting with the use of Banana Fibre Pseudo Stem under the ageis of Central Institute of Research in Cotton Technology (CIRCOT) and (I.C.A.R); natural dyes with SPF up to 30 per cent on modal fabrics.
Her exclusive outlet ‘Myriad Hues’ in Mumbai presents a line of creations that are totally formal wear. Priced at Rs 7,500 to Rs 24,500 for retail stores and Rs 15,000 to Rs 5,00,000 for bespoke ensembles, The ‘Hidden Shadows’ collection is available in Amaara – Mumbai, Ajilyaa – Surat, Gotra – Indore and Muse – New Delhi. Her global outlets are OS Women in Pretoria, Johannesburg, and Durban, Dubai and I Love Lola in UK.
Terms of business are outright sale for stores abroad, and consignment in India, while Tasneem is available from 11 am to 7 pm, 6 days a week for consultation at her exclusive outlet “Myriad Hues”.
Bay Side Mall, Shop No 22, Opposite Brand Factory, Haji-Ali, Mumbai 400034
Telephone: (mob) 9820909655 (office) 9082757160
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