20 December,2016 10:22 AM IST | | Suprita Mitter
After starting her own dance studio, choreographer and television celebrity Shakti Mohan has now launched Nritya Shakti, an online store featuring clothes and accessories targeted at dancers. Shakti has curated the fashion line keeping up with the popular dance culture in India
After starting her own dance studio, choreographer and television celebrity Shakti Mohan has now launched Nritya Shakti, an online store featuring clothes and accessories targeted at dancers. Shakti has curated the fashion line keeping up with the popular dance culture in India.
"I had always wanted to create a line focused on dance because the right kind of clothing is very important for it. Dancers like to dress in a certain way. As a kid I used to look for clothes in shops with the word dance written on them - I wanted to wear my identity. I still remember my first ever dance tracks that my sister Neeti got for me from Broadway Dance Center, NYC. I wore them for days together during rehearsals and even went to bed in them. In fact, I still have them," shares Mohan.
"Clothing is an extension of our personality in dance and it gives a sense of identity and confidence on stage. I have spent close to 10 months trying to get it right - from graphic designing, fabrics selection, photo shoot, editing to the webpage and so much more. I have done this with a lot of support and encouragement from my students," she adds. Earlier Mohan would buy her dance wear from New York and hated the fact that she had to wait for someone to travel. "Unfortunately in India there aren't too many stores that provide clothing that is comfortable and stylish at the same time for dancers," she rues. The line includes jackets, tights, accessories and T-shirts all priced between Rs 1000 and Rs 2000. "I wanted to keep all the products as low on pricing as possible, for dancers are a hardworking bunch," says Mohan adding, "Through the month, we are giving a surprise gifts on every purchase. When asked to pick her favourite, she gushes. "I love the Dance It Tights. I am wearing them almost every day. They are perfect for a workout, dance class or casual wear too. They are bright in colour and make a statement."
The Dance It Tights Rs 1,860
Mohan is also looking to tie-up with a few retail chains to improve the accessibility to the line. "I have already received some interest from global retailers on taking the brand overseas. I may do a preview next year when I'm touring for my annual dance workshops," she sums up.
LOG ON TO: nrityashakti-re.myshopify.com
