Aditya Roy Kapoor at the launch of Italian Brand Antony Morato

Written by Naina Khetpal

Italian label AM in partners with iconic fashion brand launched their brand by setting up it’s first distinctive store at Palladium, Mumbai.

The premium menswear fashion brand’s target is the new generation. The brand launched through a spring summer 2018 show with ARK looking smart and trim. He walked down the stage wearing clothes/pieces from the brand’s new collection.

Aditya on his look and brand said, “I was really spoiled for choice today because their were bunch of things and it took me to long to decide and that’s good because I kind of wanted to wear everything but I didn’t wanted to layer up to that extent so let me choose one of each. For me what I do or what I call my style which is non existent most of the time, it’s being comfortable and fits me well. I’m really excited by the collection, I feel there is so much variety as well. You can wear casually or dress up a little bit. I feel happy that now we have a great option in Bombay. I feel great, this is the first store launch in the country and that they’ve got in touch with me someone to welcome them which is quite a nice thing and so I hope to continue the association.”

The Spring-Summer 2018 collection is a unique melange of colours consisting of vibrant and contemporary styles. The collection is dynamic with a strong visual impact and captures the spirit of maximalism. It reinvents classic fashion pieces by enriching them with unique details to make contemporary fashion easily accessible for its fashion-forward customers.

Mr. Stefano Fadda – General Manager, Asia Pacific, Antony Morato, remarked “We are extremely excited to enter India in association with Iconic Fashion. We are delighted to present our flagship store to the discerning Indian consumer. Fashion has become a form of self-expression more than just attire and fashion-conscious consumers in India are willing to experiment. We at Antony Morato strive to create distinctive garments to meet the fashion needs of consumers who want to stand out in originality and flair. The brand embodies a cosmopolitan vision of menswear that finds inspiration in the lifestyle of the world’s major cities. We are sure that our association with Iconic Fashion will be an enriching one and we will grow from strength to strength and expand all over the country.”

Speaking on Aditya’s love for style, Purva Sen said, “The minimalistic and not over the top and that’s Aditya’s style and we love that. I think he wears what he likes and he wears what fits him so I think that’s the mix and on brand “We are very happy to launch the first Antony Morato store at Palladium, Mumbai. We are delighted to associate with Antony Morato because it matches with our vision that contemporary fashion should be easily accessible. We know that together we can target the new generation of customers who express their own identity through their clothing. Palladium is the most premium retail space in Mumbai owing to its South Mumbai location. Mumbai folks are both fashionable and fashion conscious, so this is a perfect mix for a fashion-forward Mumbai.”

Presently, Antony Morato is also available at Iconic stores. Iconic has 18 stores across India in cities like Ahmedabad, Bangalore, Bhopal, Delhi, Gurgaon, Hyderabad, Jaipur, Jodhpur, Noida and Udaipur.