ANOUK LAUNCHES NEW COLLECTION WITH MASABA

Anouk, a fashion brand from Myntra, unveiled a new collection in collaboration with Masaba which masterfully combines the quirky designs of Masaba and the contemporary ethnic styles of Anouk. The trendsetting signature line 'Masaba for Anouk' offers stylish apparel in bright colours and quirky patterns, bringing cheer to traditional ethnic wear. 

‘Masaba for Anouk’collection is young, unapologetic and demands the responsibility of being the centre of attention. The new collection explores Masaba's signature usage of strikingly unique motifs that capture her fascination like the lock and key, parrots, sunflowers and pointed pencils. The trendy apparel ranges from kurtas and SKD’s to dhoti pants, tops, palazzo pants and jumpsuits. The silhouettes are sharp and geometric, its etched symmetry drawing vision to follow the lines.

Describing the rationale behind the new collection and her involvement in the brand, Masaba, Creative Director, Anouk said, “This collection is close to me as Anouk personifies every young Indian woman who I like to speak to through my designs. She has a passion for life, flair for fashion and loves unique bold design concepts. I’m happy to have designed a collection which brings out her many facets and the intense colour palette reflects her profound persona.”

Commenting on the launch of the collection, Abhishek Verma, Head, Myntra Fashion Brands said, "We are excited to introduce yet another distinct collection, this time in collaboration with Masaba. Anouk as a brand stands for offering unique styles for the contemporary woman. We believe this line will add a new dimension in the fashion trends and offer our women shoppers the very best of chic traditional styles."

Manish Aggarwal, V.P, Marketing, Myntra Fashion Brands complemented Masaba on how she has beautifully embodied Anouk's values of individuality, urbanism and tradition in the new collection. He said, “This is yet another step towards adding vibrancy and youthfulness to our offerings post the recent Anouk ‘Bold is Beautiful’ campaign.”

Anouk announced Masaba as its Creative Director in October last year to translate her designs and create a versatile style experience for the contemporary women who is multifaceted, and isn't afraid to state it.

Through a range of vibrant hues, the ‘Masaba for Anouk’ collection explores modern methods of implementing ethnic patterns and busting stereotypes associated with ethnic wear as a category.With 40 unique styles ranging from INR 1399 to 4199, the collection is sure to inspire women and make heads turn. ‘Masaba for Anouk’ collection is exclusively available on Myntra and Flipkart.

Masaba’s Design Inspiration:
The inspiration was a mix of many stories. The lock and key motif with parrots, lot of florals and pencils are all designed in a unique manner and add to the quirk quotient. They are not rigidly strewn across canvas, but made to freely interact with the elements of the design, like for instance; parrots perched on pencils,