Amethyst to hold multi-brand ‘Summer Memories’ pop up in Chennai to spotlight up and coming designers

Multi-brand fashion boutique Amethyst will launch a multi-brand pop up exhibition in Chennai on May 8. Titled ‘Summer Memories’, the event is designed to spotlight up and coming designers from across India and introduce them to new customers.

The business to customer showcase will run at the boutique in Chennai’s Royapettah neighbourhood until May 12, Amethyst announced in a press release. The showcase will focus on womenswear for the summer season with a selection of everyday, resort, and more formal styles.
 
Brands which will present their latest collections as part of the showcase include Yam, O’Frida, Ode to Odd, Whim, Doodlage, Ahmev, Soham Dave, Roza, Yavi, Cinnamon by Shades of India, Canvas by Tulsi, Surmayee, Nambi-Kai, The Summer House, Tarina, Kissa Goi, Kara Weaves, and House of Tuhina among others. The pop up will focus on breezy, relaxed silhouettes for the summer season with a wide range of fusion style, feminine designs.
 
Amethyst acts as a hub for young labels in the city of Chennai and holds numerous collection showcases. These events are often the only time shoppers can browse looks by the featured brands offline in the city. Apparel and jewellery brands which have held pop up events at Amethyst in recent months include Jason and Anshu, The Shop, Aish, Anu Merton, Shades of India, and Nikasha among others.