Jyoti Sachdev Iyer relaunches her EBO in South Kolkata

Fashion Designer Jyoti Sachdev Iyer recently relaunched her brand in a new location with the aim to make it a one-stop style destination at Hazra in South Kolkata.

Conceptualised by the designer herself, the store is spread across an area of 1000 sq ft and is aesthetically designed with shades of grey tinted with gold sprays, making it minimalistic and contemporary.  According to Jyoti Sachdev Iyer, "It has been a long and eventful journey in the fashion industry. My design philosophy has always been that less is more; heavily embellished garments are beyond my sensibilities. I believe more in styling and draping of ensembles. I love the way various fabrics and textures enhance human silhouettes. I believe in thinking slightly out of the box and not follow trends blindly and this is also reflected in the store decor as well. We have tried to bring in a freshness and fused with the old world charm that Calcutta is known for. Also we have plans to tie-up with several artists and go for some abstract art form in the store. We also have a store in Bengaluru"
 
Keeping the monsoons in mind, she has specially designed a collection having hues of aqua blues and greens, peaches and beige which accentuate the collection, and thus gave it the name "Shades of Rain". The designer is also introducing acclaimed Pakistani designer Shirin Hassan and her designer wear is also going to be exclusively retailed from the store. Soon designer jewellery collection is also going to be added in the store.

Speaking more about the expansion of the brand, Jyoti added, "We have started supplying our garments from this fiscal to various international markets like London, U.S.A, and Dubai. By the end of this FY, I am hoping to add 10-15 retail stores under the brand umbrella in different cities of the country and we are already present in various MBO's in Mumbai, Delhi, Ahmedabad etc.”