If you have recently travelled along the Kasturi Rangan Road in Poes Garden, you would have noticed a beautiful bungalow that appears as a fashion boutique. The store is aptly titles Amortela, which means ‘love for fabric’ in Latin. As you step in, a range of designer garments add pops of colour against the mellowed down beige and cream backdrop of the store, wooden flooring and tiny flood lights. The 1,500 square feet space has minimal décor but ranks high on the fashion quotient.
Amortela is the brainchild of three enterprising women – businesswoman Tija Indrajith, who comes from an Erode-based textile business family, Delhi-based designer Nishtha Kaira and director of the store Naina Chandani. The trio travelled around the country and handpicked 30 designer brands from Delhi, Mumbai and Jaipur, that are now a part of their store. Most of these brands are by young and budding designers, who need a place to showcase their creations. Some of the brands on offer are Miuniku, Akaaro, Aharin, Runaway Bicycle, The.Third.Floor, Pushpak Vimaan, Doodlage, 5Cross, Rara Avis, Lotus Sutr, Mint Blush, Mati, Zuilee and much more.
The store has a rich collection of Western and ethnic wear including mono-filament silk saris, biodegradable and organic clothing, slow clothing & anti-fit silhouettes, fairytale inspired light tones dresses, doodle-inspired bling clothes and lots of more novel stuff.
As you walk around the store, the owners will ensure you get a walk-through and understand the thought process behind the creations. Soon the concept store will host workshops, sessions and launches in the city.
Location: New No.25, Old no. 12, Kasturi Rangan Road