Premium clothing brand ChicTog is known for offering a wide range of options to women when it comes to resort and casual wear. Founded by young entrepreneur Kirti Singh, the brand has made its presence felt in both the fashion and the e-commerce space in India in a very short span of time. Recently, ChicTog launched its Spring-Summer 2022 Resort and Casual Wear Collection for women. Just like any other collection launched by the brand, this collection, too, comprises of the kind of clothes that offer a seamless blend of style and comfort.
Talking about the launch of this new collection, founder Kirti Singh says, “Fashion trends keep evolving all the time. This is one of the most important things one has to keep in mind while designing clothes. Our Spring-Summer 2022 Resort and Wear Collection is in sync with the prevalent fashion trends but at the same time, these are fiercely original designs and the kind you won’t find anywhere. The clothes that I design and sell under my brand reflect my sensibilities and therefore, have a distinct identity of their own.”
Given the fact that Kirti launched her first collection in June 2021, the brand has achieved tremendous amount of success despite being relatively young. After completing a course in fashion design from a leading institute, Kirti worked with a corporate fashion house that specialized in traditional wear. While studying the fashion landscape in India, she realized that there was no brand that specialized in resort wear and smart casuals for women. To fill this void in the market, she decided to launch her own brand ChicTog.
“I had many friends and acquaintances who would often lament over the fact that they don’t get enough options while shopping for resort wear in India. I realized there was a business potential here. Since I was already thinking about launching my own fashion brand, I thought of starting out with an online platform that would offer resort wear and smart casuals for women”, she says.
Resort wear largely refers to the kind of clothes that are casual and comfortable to wear. They cover a wide range of clothes including Drape, Jumpsuit, Kaftans, Jackets, and Co-ords set. The popularity of casual wear in India can be gauged by the fact that many young women wear these to even traditional outings like wedding and family functions day and night. While there was a shortage of good online and offline stores selling them, with brands like ChicTog stepping into the market, the market is expected to grow in the near future.
On her entrepreneurial journey, Kirti says, “I was both nervous and excited when I decided to launch my own brand. While I had some experience as a designer, I had never set up a business before. Nobody in my family is from a business background, so I couldn’t get much advice either. I followed my instincts and took one step at a time. The journey has been filled with challenges but many exciting opportunities and rewards have come my way too.”
The clothes designed by Kirti and promoted by her company ChicTog are popular among women in the age group of 18-40 years. Though just a year old brand, it has managed to build a loyal customer base who expect a certain level of quality from the brand. Customers, who order frequently, also associate a certain visual identity with the clothes offered by ChicTog.
Elaborating further on what inspires her, Kirti says, “I am inspired from the way paintings are designed and in a way, narrate a story. I love to paint myself and my clothes, too, have an artistic touch to them. I play with brush painting, block print, screen print and Indian tie-dye. I work in different silhouettes and patterns that offer a blend of Western and eastern sensibilities.”
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