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Fashion has a new address in Guwahati

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• Leading Indian fashion designers flock to rack at the first-ever multilabel fashion store ‘Musings’ in Guwahati in the North East region

• The store houses creations by Rajdeep Ranawat, Pawan Sachdeva, Mehraab, Pratima Pandey, Nandini Baruva, Siddharth Bansal, Vaishali S, Saaj by Ankita and Ambar Sahai which are a contemporary take on traditional Indian silhouette

The growing prevalence of multi-label stores are attracting the shoppers and designers alike as compared to individual designer outlets in the market. These stores are the ultimate spot for a fashionista and are also changing the dynamics of the trade.
Despite abundance of local luxury clothing brands, there are a number of retailers who have brought established and budding designers from across the country, all under one roof in such stores. Fashion Designer turned entrepreneur Nandini Baruva is one such retailer who has launched the first-of-its-kind multi designer prêt shop in the fastest growing city of India’s Northeast region, Guwahati known as Musings.
The store houses creations by leading fashion designers from different parts of India including Rajdeep Ranawat, Pawan Sachdeva, Mehraab, Pratima Pandey, Nandini Baruva, Siddharth Bansal, Vaishali S, Saaj by Ankita and Ambar Sahai which are a contemporary take on traditional Indian silhouette.
Baruva comments on the trending concept of a multi-label store: “Dynamics of fashion retail are changing rapidly as opposed to multi-brand stores or retail distributors in the past. First, there are the standalone stores, second, there are mass fashion retailers, and third, there are e-commerce associates in this business”.
With Musings you can now envisage your dream wardrobe with a twist of sophistication and edgy contemporary style as it offers a hassle free luxurious shopping experience without digging a hole in the shoppers pocket. The store offers a wide range of haute couture and pret collections for both men and women with an embodiment of minimalism and effortlessly chic collections. Basically a one stop-shop fashion destination delivering wide choice of designs from an eclectic mix of collections from the country’s top notch designers.
The collections are an amalgamation from traditional to easy-to-wear chic outfits stocking a wide range of bridal to western wear collections.
When quizzed Baruva, that what inspired her to foray into this, she revealed, “ All this started a couple of months back when I was introduced to Ananya Abrol whose also a fashion photographer by profession and has her roots from Guwahati. We both thought of this idea since though the people of Guwahati are fashion conscious but there was a void in designer stores in the city which caters to shoppers from six neighbour states.”
Adds Ananya, “When I met Nandini, we immediately striked a cord since we both loved fashion , we both loved weaves , sustainable fashion, organic fabrics. And we both wanted to work for our home state and the Northeast, explore the huge potential the states have and giving it the much needed exposure. And, that’s how Musings came into existence.”
While the Northeast is considered to be the fashion capital of the country, this store has been specially curated keeping in mind of the fashion-savvy and their vibrant ensembles.
The finely curated store, houses some really fascinating collections by the country’s ace designers as the collections include designs from Indian fashion stalwarts. The store stocks occasion wear, luxury formals, pret collections and signature prints. Not just the country’s most unique designer wear is available at this store, but one can also shop some really chic accessories by Amber Paridhi Sahai to match with their outfit.
Says designer Pratima Pandey on her interest in retailing through Musings: “We have been getting a lot of love and interest from our clients in and around Guwahati over the past few years. While we have been retailing at several stores across the country, this was the perfect opportunity to offer the entire Northeast region Pratima Pandey product range under one roof alongside fellow designers.”

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