New ‘by invitation only’ brand to offer royal, fusion designs

Mumbai: Models showcase fashion designer Monisha Jaising's creation at Lakme Fashion Week Winter/Festive 2015 in Mumbai. (Photo: IANS)

Mumbai: Actress and model Jesse Randhawa during the Lakme Fashion Week Winter Festive 2015 in Mumbai on Aug 25, 2015. (Photo: IANS)

New Delhi: Models showcasing fashion designers Jyotsna Tiwari's creation walk the ramp during BMW India Bridal Fashion Week in New Delhi on Aug 9, 2015. (Photo: Amlan Paliwal/IANS)

Fashion aficionados in the country have a reason to rejoice as The – Total Royalty — a one of its kind brand where customers can only make a purchase by invitation only — is set to launch during the festive season.

The brand will offer royal, Indian and fusion designs.

Top designers from all across the globe have been hired to make customised items from Jodhpuri pants and bandhgala to mojari, jeans, T-shirts and accessories, to start with and this will be followed by furniture and other items.

“I was born in Jodhpur, a city full of colours and royalty, and that has given me the opportunity to closely observe the beauty of Indian garment and royal culture. I have always wanted to do something which would represent India’s royalty on the global platform for fashion,” Sunil Bohra, founder of The – Total Royalty, said in a statement.

Bohra also said that the reason behind keeping the brand exclusive is not arrogance.

“It’s not arrogance of our brand but since we don’t intend to get into mass production, it will be only by invitation that one can buy any of our exclusive items at The – Total Royalty,” he said.

“The clothes, as per India’s market, will definitely be the most expensive one but there is a reason for that: firstly, the kind of clothes we are making are exclusive and secondly, we have a certain part of our profits to be donated to NGOs supporting free education in India,” he added.

Filmmaker Anurag Kashyap will be walking the red carpet at Busan International Film Festival this year with the label’s outfit.

“It took almost two years to put the team and project in place and I still have butterflies in my stomach as the launch approaches and there’s hardly any time left now for this dream to finally take shape,” Bohra said.

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