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Fashion on the move

'Catch 'em Young,' seems to be the latest buzzword at Charagh Din, an institution of sorts in the shirt retail industry in the country. Their latest philosophy was reiterated when they organised India's first ever mobile fashion shows at various colleges in Mumbai - Sydenham, Jai Hind, St Xavier's and K C college in late November and early December. It seemed the perfect way to build brand awareness, as the entire college and classrooms turned out to make cat-calls and whistle at the models. Even the hour long wait did not seem to kill their enthusiasm as the youngsters fought their way for a better view of the mobile ramp. Aditi Govitrikar, the doctor turned model, seemed to bag the maximum number of whistles and hoots from the boys, while the girls sighed out loud when Tarun Ranghavan made an appearance. As the clothes got tighter and skimpier the cat calls grew louder, till they reached an ear splitting decibel. Channel V VJ Gaurav was at his witty best while hosting the show.

"We have all bunked our classes to watch the show," said Mrinal, an enthusiastic youngster. I guess many would already be on their way to Charagh Din to buy an outift worn by Fleur Xavier or by Tarun Raghavan. These latest range of trendy outfits at Charagh Din were modelled on the ramp in a myriad of colours and styles. There were shirts and tops for boys and girls in blues, turquoise, yellow, maroon, gold, silver, khaki and orange. Trends were highlighted by way of zippers, nets, cords, plastics, body hugging stuff and a unique combo of different styles. For the more sober lot, there were business shirts in stripes, checks and solids. Stylishly done polynosic shirts in V-necks and round necks were a rage with the youngsters.

"We are modelling in colleges for the first time," said model Aditya, who had been on the modelling scene for 3 years. "This is an exciting experience for us, being among the college youth. It is a lot of fun," he added. It seemed that this was one show wherein all the models could let their hair down and do their own thing. Though the show was well-choreographed by Sangeeta Chopra, given the space restrictions on the small ramp attached to a mobile trailer, the models seemed to give in to small impulses and do things to keep the youngsters interested.

Raju Daswani, managing partner, Charagh Din said," Charagh Din has always been at the forefront of fashion. We thought that these mobile fashion shows would be a unique and captivating space to showcase the latest range of Charagh Din shirts for the forthcoming festive season."

Author :Sharmistha Chatterjee
Photographer: Uma Kadam





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