Shilpa Shetty Launches Leisurewear Label. This Couldn’t Have Come At A Better Time
All dressed up and nowhere to go has been the biggest mood of 2020. And, if you ask me, while it was fun to be lounging in my old jammies all day, I miss not looking like a hobo on a daily basis. Even if the only place I’m traveling to is from my room to the kitchen, I don’t want to be looking like I’ve given up on life (I have, but let’s not put it on display). Talking about fashionable loungewear, while there are a bunch of super chic yoga pants and sweatsuits, there aren’t many styles that you can take from your couch to your zoom meetings. Conceptualising on this very idea, Shilpa Shetty Kundra has come up with a leisurewear collection for women that aims to keep you looking on fleek around the clock.
Whether it is her fitness app or the chain of Bastian restaurants opened with her husband, Shilpa sure knows a thing or two about entrepreneurship and her latest venture comes as no surprise since she is a fashionista. She fulfilled her entrepreneurial dream with her newly launched fashion brand called DreamSS by SS that is also the first Indian around the clock leisurewear label for Indian women.
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The impact of the lockdown restrictions on the fashion industry has been manifold, including the drop in the sales, boom in online shopping and a drastic change in the buying habits of people. While the workwear and occasion wear saw a dented demand, our yoga pants and oversized tees and dresses in breathable fabric rose to the occasion during the lockdown and seems like Shilpa Shetty knows how to make hay while the sun shines. Her clothing label couldn’t have come at a better time, since we are all desperately looking to upgrade our wardrobes with some stylish pieces that we can wear at home (where else?).
Shilpa has been dropping clues lately with her upside-down posts wearing pieces from her collection to hint on the fact that her brand is going to turn the fashion world upside down. She announced her brand on her social media account with the caption, “Soooo excited to announce the launch of my brand new clothing line: 𝐃𝐫𝐞𝐚𝐦𝐒𝐒 (@dreamssbyss)! Turning the world of fashion upside down with the first-ever range of ‘round-the-clock wear’. At 𝐃𝐫𝐞𝐚𝐦𝐒𝐒, find versatile clothing that can be worn around-the-clock! Comfortable and fashionable for women of all ages and sizes.”
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Also Read: Shilpa Shetty’s YSL Heels Are Chic And Classy But That Is Some Price To Pay. We Are Asking Santa For These
The collection features “comfortable and stylish” leisurewear for Indian women that are fit for lazing around, working from home, running errands, attending zoom meetings and doing household chores. So, basically you can juggle cooking, cleaning and concalls in the same outfit and look fashionable at all times. The clothing includes chic pyjama sets, kaftan gowns, tunics, kimonos and design is quite minimal and aesthetic. The dresses category is our absolute fav with styles ranging from shirt dresses to roomy maxi dresses and button-down numbers. All the clothes are made with natural and breathable fabric and have a relaxed fit that is perfect to accommodate leisure and work.
Plus, the brand has incorporated traditional techniques and crafts like ikat, bandhani and tie and dye into the collection and the clothes are manufactured by female artisans. Indian designers Charu and Sandeep Arora of Saisha brand are associated with the brand and said, that it seeks to “provide work to underprivileged women making them self-reliant, hence all our macramé threads for our garments are made by them.”
The clothes are designed keeping in mind women of all ages. Plus, regardless of what you are doing in the lockdown, whether it is toiling at WFH or attending classes or maintaining a home, you’d find your fit from the varied range of leisurewear garments in the collection. A statement by DreamSS read, “Our pieces are timeless and trans-seasonal, comfortable, affordable and multi-functional, you can wear some of our pieces to bed, your living room, the beach, a garden, brunch, a city walk, or a cycle ride, making them #roundtheclockwear (sic).”