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| About SOFT |
| New Delhi, Delhi, India, Friday, April 07, 2006 - In a bid to deepen its association with the Indian fashion Industry, the School of fashion Technology (SOFT) today unveiled a new designer label targeted at women of all age groups. An embodiment of divine and elegant women of present era, the label has been christened as "Soft." for it is so feminine but still so down to earth and highly economical to suit every pocket. Soft's range encompasses Indo-western, western and even ethnic women's wear, wearable on all occasions - casual, party or even formal and look so very much in place. Ms. Tracey Hummers, A New York based Journalist and Art Critic and Rhythima Bhatia, the Dean of SOFT, launched the Label at New Delhi here on Friday. Many upcoming designers, who witnessed first hand the ravishing collection designed by students and academicians from the School, attended the inauguration. The collection was also available for sale at the School's campus. The inauguration thus served as a fundraiser to help the college in purchasing advanced and high-end designing equipment for the students. Speaking on the occasion, Ms. Bhatia, said, "The magnificent showcased apparel collection was created after an in-depth research on the contemporary trends in the world of fashion." Ms. Bhatia, who has been extremely instrumental in the successful planning, execution and supervision of the event, further pointed out that Soft was targeted at women who would touch the sky but still never distance themselves from simplicity. "The brand aims towards creating an attire that speak volumes about the true enigma of a woman, trapping her charisma, binding the endless energy and possessing the elegance without going overboard with silhouettes, mind-boggling pricing or embroidery. It is so eco friendly as all eyes would turn green when you would sashay in the outfit of your choice," she added. Speaking on the brand's expected sales, "Ms. Bhatia said, "the potential for our garment is huge. We cannot only retail our garments from our factory outlet but also through various chains. Since we have our designer base at SOFT, there is no dearth of imagination and innovation. We are therefore fully prepared to handle even the celebrity wardrobes all on our own." |
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