The Shop to hold launch event at Amethyst, Chennai for new Mul Mul line

Apparel and lifestyle brand The Shop will launch its new Mul Mul line named ‘Malmal Mela’ in Chennai from April 26 to 27. The brand will hold an exclusive showcase at multi-brand Indian fashion retailer Amethyst in the city’s Royapettah neighbourhood.

The Shop will bring a wide range of men’s and women’s clothing, accessories, and home textiles to Chennai for its business to customer showcase at Amethyst, the brand announced in a press release. The event will see the label present eco-friendly products ranging from day wear to nightwear and loungewear made from Mul Mul cotton. Home furnishings such as table linens, mats, napkins, bed linens, cushions, kitchen items, and curtains will also be on display for the city’s shoppers.
 
The ‘Malmal Mela’ collection was conceived of by a group of over six designers who worked to blend traditional and modern aesthetics with the aim of creating a wearable collection, according to The Shop. Garments in the collection are priced from Rs 600 to Rs 5,000.
 
Kamal Singh and Preminder Singh launched The Shop in 1969 as a family run business aiming to create aesthetic objects for everyday life, according to the label. The Shop takes its inspiration from traditional Indian textiles and works with a team of artisans to create its products.