Tata CLiQ Luxury, the Tata Group’s multi-brand, luxury e-commerce venture, recently launched The Shawl Project, first of its kind initiative that acknowledges Indian craftsmanship and couture.
They have formed a larger collaboration with The Woolmark Company, and the first edition of this project is about revival of India’s most valued attire ‘the shawl’.
This is the first step by Tata CliQ Luxury to bring the finest textile and fashion luxury to the customers through their new Indi Luxe section.
The exclusive and limited edition shawls which are a rare combination of Australian Merino Wool and Indian artisanal expertise started their retail of Tata CliQ Luxury from January 25, 2018. The Luxe section would showcase best of Indian luxury brands in varied categories of home, fashion, beauty and much more.
At the Taj Mahal Palace, Mumbai, the shawl project was unveiled by prominent industry professionals and celebrities from various walks of life. The event was marked by a grand fashion show that showcased how a simple garment like shawl can be draped differently each time, giving it a whole new look of modernity and style.
The leading designers have been associated with Tata CliQ Luxury and The Woolmark Company are- Manish Arora, Rahul Mishra, Rajesh Pratap Singh, Abraham & Thakore, Aneeth Arora, Amit Aggarwal, Pankaj & Nidhi, Nachiket Barve, Raghavendra Rathore and Zubair Kirmani. Each of the designers created one designer shawl that was made using 80% of the Merino wool. The entire collection spoke loudly about the individuality, creativity and signature aesthetics of the designers.