Lecoanet Hemant celebrates India's journey with GENES

Indo-French brand Lecoanet Hemant has clocked 35 years, and it's now diversifying with the launch of a new line, 'GENES - Lecoanet Hemant'. Designer Hemant Sagar says the idea of the latest launch is to fill the space in the daily wear market in India, with a line that celebrates the country's journey in the 21st century.

The first collection in the line is titled 'Here and Now', and it's for fall-winter 2015. It is inspired by the country's contemporary accomplishments, technological revolution and development of society.

Sagar told IANS: "The inspiration came from two things - the first was the cultural heritage that we bring along, and the second was to make a collection that is wearable and can be tried as daily wear. When it comes to daily dressing, many people have questions.

"So for this range, it is all about making clothes that are wearable and at the same time promote tradition. This collection is elegant and defines your culture without being over-dressed."

The designer also said that he carried out significant research for the new collection.

"We did an in-depth analysis, and I came to the conclusion that there is a whole new breed of people in India who are young at heart. People who are international in mindset, but still very Indian.

"The culture that doesn't stop you from enjoying Bollywood, that doesn't stop you from going to a traditional wedding which is culturally like stepping back in time to 50 or 70 years ago...so we are very progressive, modern but yet very traditional, and these factors make India one of the best markets for fashion," he said.

Slated to debut on the e-retail platform Amazon.in in September 2015, 'Here and Now' products are divided into three main categories: menswear, womenswear and accessories.

These categories are further focused to address various lifestyle needs - Play, Work and Leisure - to present a comprehensive collection each season. The collection is priced from Rs.2,500 to Rs.25,000.