Allen Solly unveils its Spring Summer 2011 collection

Company Brief

Bangalore, March 10, 2011

This summer brace yourself for the most exciting fashion season. Allen Solly launches the most anticipated Spring Summer 11 collection. The collection exudes free spirit, merges glamour with comfort and sophistication using the most delightful combination of bright and breezy colors, cool fabrics and hues to mark the onset of the season of the sun.

Men - Allen Solly Men speaks ubercool 'Malibu inspired fashion'. The colours used in the collection are vibrant and have contrast detailing that makes it interesting. Bright tees and shorts from Allen Solly Resort make for perfect, flamboyant wear for a day out in the beach. Easy rolled- up pants and t-shirts gives a look of pure comfort in an urban-athlete way. The 'cool aid' stands for looks that is both sporty and smart. The color palette plays with the latest green and pink tones along with brighter hues like yellow, orange, red, fuchsia, and florescent.

Inspired by the concept 'California Dreaming' the collection creates alluring, bold expressions. Premium linens and light-weight trousers made of organic and tencel fibres, are ideal for office-wear to feel unmarked and on the go during the warmer months.

The SS 11 Men's collection is also widely inspired by Vintage fashion which they call 'Check point Charlie'. This range has shirts and t-shirts with colours, hues and silhouettes that have experimental designs, internal prints and contrast detailing.

The other theme for AS SS 11 is 'Cool Aid'. This theme is about bold, funky colored tees, shirts and shorts. The prints exude attitude. Asymmetric designs, bright and intrepid colors and unique plaid prints make this collection a complete stand-out.

Women - Allen Solly's Spring-Summer collection 2011 for women offers an ultra simple aesthetic linked with a need for a practical solution to create design that is both beautiful and commercial.

Casual line reflects sporty feminine and resort wear that is inspired from a nautical theme.

Combination of young and trendy silhouettes inspired from a kaleidoscope of rich color and pattern. A smart and pumped up chic that plays with preppy and sportswear codes, dynamic florals and summery, urban silhouettes. This comes in bright and fresh colors like Red, white, blue, nectarine, blazing yellow, salmon rose form a part of our key colour story with accents of hot coral and green flash. Team up check tops or whites with jeans for a fresh look. Tunics, summer dresses make for these seasons wardrobe essentials. Silhouettes of this collection bring an overall feeling of relaxed and a youthful aesthetic drives the main sensibility of this line. Clean lines with elements of self detailing and surface ornamentation. Dresses and tops form a key focus area.

Allen Solly Women's City line is highly stylized reflecting individuality and feminity. Inspired from a black/ white psychedelic story, this line is the fashion driver of the business with a global appeal. The color palette is primarily classic neutral, mostly black and grey with highlights of salmon rose and lilac.

Allen Solly Women's Career line is a more the dressed down look. The new trouser ankler from this line is a definite must have this season.

Price:

Men's Wear: Rs.599 onwards

Women's Wear: Rs.499 onwards

For further information, please contact:

Madura Fashion and Lifestyle

Janet Arole

Email: janet.arole@adityabirla.com