Hardy Amies, London based Savile Row brand debuted in India through an exclusive partnership with THE COLLECTIVE, a Madura Fashion & Lifestyle retail chain.
Through an exclusive made to measure event held in Bangalore, Delhi and Mumbai the brand introduced this season’s Spring Summer 2014 Collection for men.
With a reputation for wicked wit and design flair Sir Hardy Amies embraced the spirit of the times. Today – Britain – and London in particular- is genuinely cosmopolitan in terms of the people and cultures it embraces.
In terms of men’s style, there is interplay between the generations, between town and country, between heritage and technology, between tailoring and casual wear, which means British style for men, is more fluid and dynamic now than at any time before.
True to this philosophy, Hardy Amies presented a look that is modern and stylish, without being overtly ‘designed’ at THE COLLECTIVE through its multi- city MTM events.
A Made-to-Measure activity is not a relatively new concept, but Hardy Amies stands out as a Savile Row brand that comes from the home of tailoring and is informed by an impressive heritage.
Under the backdrop of low penetration of luxury apparel brands in Indian market that awaits more luxury choices; these events hold a very special place in the Indian consumer’s mind space.
Hardy Amies Made-to-measure was received very well in Bangalore and Delhi and more consumers now await their visit to Mumbai on the 15th & 16th of March at The Collective at the Palladium Mall.
THE COLLECTIVE is a super-premium lifestyle retail chain by Madura Garments Lifestyle Retail Company (MGLRC), a group company of the Aditya Birla Nuvo.