Anushka Sharma at the launch of Ritu Kumar's new store

Celebrated designer, Ritu Kumar announced the launch of her new Flagship Store in Mumbai at the Raghuvanshi Mills, Lower Parel over a Couture Presentation, co-hosted with Vogue Magazine, on Thursday 9th February 2012.

The designer’s much anticipated couture collection titled ‘Panchvastra’ is a representation of the many personalities in a woman and is infused with the signature Ritu Kumar embellishments that the designer is internationally recognized for. The collection is delicate and feminine with a vibrant colour palate comprising strong hues and bright, bold shades. The use of mirrorwork, along with gota and zardosi embroidery, lends a regal look to the collection.

The presentation in Mumbai revolved around 5 main characters – Ganga, Draupadi, Kunti, Amba and Gandhari, showcased beautifully over an instore showing by models. The finale garment from this breathtakingly dramatic new collection was worn by none other than the statuesque Anushka Sharma.

Anushka wore a co-ordinate of an expression of Punjab and its colours and aesthetics of saffron, fuscia and orange. The lehenga is a tie dye co-ordinate with cypress motifs ranging from rich fuscia to saffron of the golden fields of the Punjab. The blouse is a Phulkari embroidery with ghunghru embellishments co-ordinated with an antique Phulkari bagh or odhni.

Purity, seduction, swayamvar, exile and darkness are the predominant themes running through this eclectic collection. The first mood, purity is brought to life with hues of white and peach that have been woven together beautifully to convey the essence of the sequence. Seduction is displayed with bold and rich colours, with burgundy standing out as the strongest colour tone. The palace of illusions segment is represented by an exquisite use of Swarovski crystals on embellished and extravagant garments. Exile, as the fourth sequence brings forth a mélange of colour with the use of orange, gold and fuschia. The ensembles signifying darkness comprise vivid and beautiful dramatic pieces in black, gold and indigo.

The evening brought forth an eclectic mix of people from the world of fashion, art, theatre, design and business.

Seen admring the couture collection and congratuation Ritu Kumar were Reena Wadhwa, Camelia Punjabi, Chhaya Momaya, Monica Vazirali, Nisha Javeri, Kunigh Singh, Shibani Agarwal, Akanksha Agarwal, Kailash & Arti Surendranath, Kriti Soni, Mandira Bedi, Shaheen Abbas, Nethra Raghuram, Sangita Sinh Kathiwada, Shruti Seth, Anjana Sharma amongst many others.

Speaking on the occasion, Ritu Kumar said, “PANCHVASTRA is a collection with a rare synthesis of fashion, craft and inspiration. The costumes have a rich feel, which emanate from India’s oldest and richest crafts researched over the last 45 years. What adds a newer dimension to the collection is the more contemporary yet aesthetically sound interpretation of the same idiom by Amrish Kumar. This takes the collection from vintage costume to an aspirational younger offering giving it a rare synergy recreated for a newer generation". She also spoke about the importanc of preserving India's rich embroidery and craft traditions.

"Ritu Kumar's Panchvastra collection only solidifies her position as the reigning doyenne of Indian fashion. Every handcrafted piece is a testament to her focus on exquisite embroidery, intricate technique and long-standing Indian traditions", said Priya Tanna, Editor, Vogue magazine

The new Ritu Kumar flagship store spread over 2600 sq feet is a sprawling space beautifully done up to have a blend of contemporary Indian architecture and heritage, modernly styled-looks that befits the designer collections it houses. Ritu Kumar presents her couture & pret labels all under one roof at Raghuvanshi Mills, allowing patrons to browze through various designs, depending on the occassion. Everyday wear from the LABEL line is sure to make heads turn, worn anywhere in the world.

The Ritu Kumar Flagship Store is perfectly located just at the entrance of Raghuvanshi Mills with a fabulous frontage that gives patrons a sneak peek of whats instore.Shopping in this stylish new store promises to be a memorable experience....... in a space that spells refined elegance and classic fashion.