The brand grew out of a need of an contemporary Indian woman for innovative ready to wear that combined fashion and functionality. With a unique design sensibility, the Indian Salwar-kameez was transformed into its chic & urbane – yet comfortable form. This was the first such attempt at reinventing Indian fashion. W has redefined the traditional Indian outfit to something that a woman can wear and look simple yet stylish. With a view to giving the Indian woman innovation in her day wear and to infuse a dose of excitement in her wardrobe, W has introduced a range of clothes to suit her many needs. W offers its customers contemporary, fashionable & styled garments that complement a woman as she seamlessly transits from office to smart casuals, W clothes have been designed with creativity and care.
The W assortment consists of everything ranging from salwar kameez, tunics, work wear, festive wear, and fusion wear comprising skirts, trousers and a lot more, so every woman has ample to choose from.
With an aim to provide fashion in a modern retail environment to the Indian woman, W set up its first Brand Store in Delhi in 2002-03 in Lajpat Nagar. The W stores are designed in line with the brand identity – spirited, contemporary and innovative to lend a pleasant shopping experience. Today W has about a 100 Brand Stores and over 600 touch points across India.
The brand true to its promise of being fashionable comes with 5 fresh collections in a year, providing an array of exciting fusion wear. W offers fashion leadership in the segment through a signature ‘Fusion’ design language which reflects an Indian essence imbued with modernity.
Innovation as a value is embraced and cherished by the brand and lies at the heart of every W creation. W innovates and leads the evolving fashion needs of the contemporary Indian woman by offering her a wardrobe solution for her different moods. At W – it is a whole new world where you make your own fashion statement.
The W consumer is in essence contemporary, spirited, confident and smart. She is always on the look-out for fashion that helps express this personality. The design sensibilities of the W customer are best described as a sensible mix of western fashion and Indian tradition. The resultant genre is best referred to as fusion fashion. Here the customer is able to feel globally elegant, without ruffling too many local norms. This makes her comfortable in the W clothes – she feels at ease with herself and her surroundings. W makes her feel good and look good! Thus W straddles the middle point on the continuum between the west and the east. With this positioning, W appropriates the mental mindscape of the contemporary urban Indian woman.
At W, we intend to be a complete wardrobe solution provider to the Indian woman, hence in addition to the W Core range, we also offer Wishful –fashion for her special occasions. When she wears Wishful, she feels smart and chic – not overdressed. The range covers special occasions, parties and light cocktails, but does not include weddings. Emphasis on styling is a key way to create newness without excessive embellishment.
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