Text: Ankita Jain
Photo: Ram Tandukar
Since the lockdown began, lounge wear gained attention like never before and the online market space gave consumers ample options to choose from but there was a gap in the luxury segment and that’s where Priyanshi Jalan stepped in. Early in the year, she launched a luxury loungewear capsule. “I was working towards the launch of my label for the past two years and was determined even when the Corona virus hit the world,” she says.
Born and raised in Kathmandu, Priyanshi got her higher education from India. “I did my bachelors from NIFT and was working with an intimate wear brand in Mumbai,” she informs. After gaining some work experience, Priyanshi decided to come back home and venture out with her own label.
“I wanted to cater to an unexplored market,” Priyanshi says explaining, “Loungewear as a concept is still new in Nepal. It’s any kind of clothing you can relax in. We tend to wear old tee-shirts at home, but when someone comes home, we rush to change. Or if we step out to buy something, we wrap ourselves in a shawl”.
With options for both men and women, the Citric Brunch Collection of robes, slip dresses, wrap skirts and pyjamas feature both vibrant and muted colour palettes. “The name of the collection Critic Brunch reflects simplicity, freshness, comfort, luxury and elegance. The collection was inspired by a fresh brunch on a radiant summer day,” she explains.
Detailed attention to sleeves, hems and defined cuts, the sets can easily be styled as casual outfits post-lockdown. “Multi-purpose is our minimalist aesthetic while giving a lush vibe,” says Priyanshi. She opts for blends like cotton linen, modal satin and hammered satin fabrics, which are comfortable and drape well on both men and women. “I also try to keep the price affordable,” she states.
Targeting a niche market, Priyanshi’s line of luxury loungewear strives to be ethical and responsible by avoiding plastic in the packaging process, using shell buttons and reusing leftover fabrics for accessories. “Through my collection, I am focusing on the quality of the products so that my clients can use the garments for a long time,” she informs.
The collection is currently available for sale on the brand’s Instagram page. Priyanshi also offers customisation. “A by-appointment shopping experience at my home studio for anyone wanting customisation,” she says.
The capsule collection also comes up with a line of accessories: eye masks, hair bands, scrunchies, hair ties, face masks and pouches. “By capitalising on this leisurewear craze by adding my own spin on it, we are covering the entire spectrum,” she shares.
Defining her forte, Priyanshi reveals, “I did lingerie design specialisation in college and worked as a lingerie stylist with celebrity photographer Haider Khan.” Although she agrees that society does have restraints attached to lingerie designing as a career.
Despite the activity and noise in the domains of prêt and couture, intimate wear and swim wear is an ignored area, where the perceived demand hasn’t been too encouraging. Consequently not many are drawn to creating it. Priyanshi however is planning to launch this line soon. “There are a lot of factors that women face after a certain age: body scars, pregnancy marks, so many things that take a toll on her self-confidence. The intimate wear and swimsuit collection isn’t just about fashion, it is about selling confidence,” she smiles.
Why are there no players in the Nepali intimate wear market? The answer, according to Priyanshi lies in a range of factors. First, she claims that intimate wear is a technical field, and getting body sizing right is a big issue. Second, intimate wear being a performance-based product leads to unavailability of fabric. And lastly, Priyanshi points out that intimate wear doesn’t form part of curriculum in fashion schools in Nepal. “By the end of the course, fashion graduates end up knowing little about the category. Also those setting up store here need to get down to brass tacks,” she explains.
