As a leading Fashion Brand, we thrive to be totally in sync with changing trends, alert to evolving tastes, and in tune with Consumer demands. We do take in care in doing utmost detailed research and have our ears on the streets. Our choice of colors, silhouettes and fabrics, are therefore the result of our in depth study of not only International Trends and Forecasts, but also its execution in the Indian context.
The colors this season are projected to be Bright and Pastel – colors most suited to the heat and dust of the famed Indian summer. Thus you will find that most of our styles will have one of the above group colors – barring of course the evergreen Black and White. We take care in balancing our options on the collection.
In fact, we have based our collections on the main directions, which have been forecast:
NAUTICAL: For centuries, seafarer’s dresses have been characterized by Stripes. And we expect geometrical design, especially stripes, to play an important role this season. Under this collection, you will find various styles inspired by geometrical designs based on stripes.
FLORAL: Floral designs are high on the Fashion scene this summer. Hence, a whole collection has been designed based on floral patterns and prints, which also depicts the freshness of flowers blooming in the soft season of spring.
LOVE GAME: this is the eternal Romantic collection. Romance is synonymous with the warmth of spring and summer. A COLLECTION YOU WILL FALL IN LOVE WITH!
PURE: The All White collection. Only White can convey the concept of Purity, and this whole collection is inspired by the thought of Purity, of young innocence.
MONOCHROME: The evergreen Black and White collection! The collection, which speaks louder than all colors put together! The collection no woman can afford not to have in her wardrobe!
DIVINE PARADISE: The collection, which through its sheer beauty connects the consumer to Divinity! Its simplistic yet sophisticated styling, is a must have for all consumers!
Our message to the Consumer – STAY IN TOUCH WITH 109F, AND STAY IN TOUCH WITH THE LATEST – IN TREND, STYLE, AND FASHION!