Amethyst to bring together up and coming labels for ‘Quiet Luxury’ festive pop up in Chennai

Multi-brand Indian fashion boutique Amethyst will bring together a wide range of up and coming desi labels for its ‘Quiet Luxury’ pop-up shopping fair. The event will run from September 17 to 22 at The Folly in Chennai and will see the launch of a number of festive collections.

The business to customer event will feature women’s apparel brands including Ashdeen, Anavila, Sunira, Aroka, Eka, Dharki, Febo6, Vaayu, Kubsa, Medha, and Paromita Banerjee among others, Amethyst announced in a press release. The event will also showcase a curated selection of festive jewellery from the brands Tribe by Amrapali, Roma, and Deepa Gurnani as well as juttis from Pastels and Pop. Goods at the pop-up will be priced from Rs 6,000 onwards.
 
Ashdeen will present two of its latest collections at the event with ‘Haft Rang’ and ‘Kanjivaram in Bloom,’ taking inspiration from Persian Haft Rang or seven-coloured tiles and the Kanjivaram saree respectively. Handloom brand Dharki by Brijesh Gupta will present a range of heritage weaves and Studio By Chhavi Creations will showcase handloom sarees.
 
Anavila will debut its pre-festive collection at the event. Inspired by the bright hues of gemstones, the womenswear line features hand-embroidered gota kinari and linens, khadi silk, and organza textiles. The festive event is designed to introduce new brands to to the city’s shoppers and give labels a chance to connect with new customer groups.