Ritu Kumar teams up with Cbazaar to reinvent textiles

Cbazaar, one of the largest ethnic fashion e-tailers, has relaunched itself with a new brand identity "EthnoVogue" for its operations across the globe and has associated with ace designer Ritu Kumar who will help reinvent textiles of Indian heritage for the modern era.

A new logo was also unveiled in the presence of Ritu Kumar and Rajesh Nahar, co-founder and CEO of Cbazaar, here on Thursday.

The re-branding exercise is primarily aimed at capitalising on the growing affinity for Indian ethnic textiles in the world markets.

The new branding exercise will also focus on reviving the rich traditional Indian fineries and bringing them to the mainstream fashion that blends culture and avant garde.

"I strongly believe in the concept of EthnoVogue that has been truly created to capture the synergy between traditional and western outlook. It addresses people with a more cosmopolitan lifestyle and takes Indian motifs to a new international high while retaining its inherent ethnic aesthetics. Cbazaar has made the right move with EthnoVogue to take the Indian fashion story forward," the designer said.

While taking the Indian fashion story forward with EthnoVogue, Cbazaar is bringing a whole new set of vibrant and dynamic designers, brands and retailers on board to address the cosmopolitan lifestyle.

With a customer base of over one lakh, Cbazaar caters to customers in more than 188 countries and the new brand dovetails with Cbazaar's international business focus.

"The Cbazaar product portfolio draws its inspiration from the timeless fashion heritage of India. EthnoVogue is a concept that reflects a whole new revolution in the ethnic fashion sense that combines a contemporary blend while retaining the rich Indian ethos. The new brand identity 'EthnoVogue' honours the legacy that Cbazaar has built over a decade and at the same time looks into the future," said Nahar.

"With the Czarina of high fashion in the country, Ritu Kumar, sharing her vision with us, Cbazaar EthnoVogue gets a distinct edge and a high-definition."

The brand's USP is made-to-measure clothing and offers custom-built ethnic wear to keep with the international tastes and preferences. The brand houses some of the finest cuts, fabrics and styles across a myriad of Indian ethnic wear, along with accessories for men, women and children.