The fast and the fashionable

The fast and the fashionable

TV actress Chahat Khanna has always been appreciated  for her great sense of style. Even when she was away from the limelight enjoying motherhood, her fans couldn’t stop praising her for her fashion choices. So, when Chahat recently announced the launch of her fashion brand Amaarzo, it created a lot of excitement on social media. 

Chahat, who came to limelight because of TV series like Tujh Sang Preet Lagai Sajna, and Bade Achhe Lagte Hai, says that she launched the brand because she wanted to do something special for her daughters. “This is a gift to them. Usually people set up a bank account and keep money for their child’s education but I wanted to do something different,” says the mother of two.
  
Amaarzo is all about Western wear, purses and shoes. Chahat recalls how many people suggested to her to stick to one item such as bags or shoes, but her goal was always to offer her customers a variety of items designed by her. 

Throwing light on the brand, she says, “We are into advance fashion. The designs that you will find in Amaarzo will probably hit the other brands after two or three months. For example, monsoon will be here in next few weeks and biker shorts will be in trend. But we have designed our biker shorts in December. We already have 500 patterns in that category.” The actress adds that they are working on designs in advance because they are focusing on trends that are  found on London’s streets and are inspired by the ramps at Milan Fashion Week. “These trends come to India only after two months. We have our corporate office in London, which is being taken care of my brother. We are cashing in on the latest trend but in the most economical way,” she adds. 

Chahat who has not only worked in TV but also in movies such as The Film, 7½ Phere..More Than a wedding, Thank You, says that a lot of research goes into designing the clothes, bags and shoes. “We have a team of stylists and designers who are on a daily basis keeping a watch on the kind of trends  happening internationally. When we are designing and then manufacturing, we keep updating ourselves. When I went to London, the neon trends were in vogue and they came to India after good six-seven months,”she says. The designs, says she, are a collaboration between her and her team. “It’s my baby and therefore I am involved in every aspect of the brand.”

But Chahat believes that because of Bollywood celebrities like Kareena Kapoor Khan who keep up with global fashion trends, the general public gets to know about these trends and starts following them.

The brand is currently available on Amazon and Flipkart. “We are in talks with a couple of other websites. We are going to focus on doing business via ecommerce sites for the next year and a half at least. We will not come up with a retail store till then. Currently, we only do retail in London,”she says adding that she plans to collaborate with well-known designers in the future. 

Ask her if she has always been fashion-conscious and Chahat says, “I am not exactly fashion-conscious, but I love following trends. I love fashion. I firmly believe that you have to be born with fashion. You cannot be fashionable overnight. There is a difference between being fashionable and following trends. Most people follow trends, but only a few have an understanding of fashion.” 

The actress doesn’t follow trends blindly, she says. “I hate a lot of trends and like to stick to the basics. Last season, retro fashion was in trend, which I did not like because I cannot wear bell bottom pants. You need to love and be comfortable in what you are wearing. The trend also needs to look good on your body type. You cannot wear something because a particular actress is sporting it,” she signs off.  

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