Apparel - - Launch Pad -

Ances­try, the new­est brand from de­sign stu­dio and fash­ion house Fu­ture Style Lab, launched its first store in Mum­bai at Pal­la­dium Mall. The brand, which presents a con­tem­po­rary take on tra­di­tional In­dian fash­ion and life­style, has earned much ac­co­lade in In­dia’s fash­ion cir­cles al­ready through its Delhi and Gu­ru­gram stores and seems all geared up to woo Mum­baikars too.

Ances­try is in­spired by the evolv­ing face of the new-age In­dian who is self-as­sured, pro­fes­sion­ally com­pe­tent and cu­ri­ous to dis­cover new paths. The brand’s of­fer­ing, en­com­pass­ing women’s ap­parel and ac­ces­sories, home fur­nish­ings and other life­style prod­ucts, is con­stantly evolv­ing and is in line with in­ter­na­tional trends, and yet in­ter­est­ingly rooted in In­dian her­itage and crafts. With pric­ing that is per­fectly suited to any ur­ban In­dian’s pock­ets, Ances­try’s unique col­lec­tion of dresses, tops and tu­nics is cre­ated com­pletely us­ing nat­u­ral fab­rics, thereby of­fer­ing an un­matched qual­ity and fash­ion sen­si­bil­i­ties in that price range. This is one of the key rea­sons why the brand’s prod­ucts have nearly flown off the

shelves at its cur­rent stores in Am­bi­ence Malls in Vas­ant Kunj and Gu­ru­gram, in Delhi NCR.

Ances­try’s tagline #Sto­riesRe­told, per­fectly sums up its ethos, for ev­ery line of prod­ucts the brand comes up with tells the story of a par­tic­u­lar craft or tra­di­tion, but in a way that is suited to the new-age life­style. Any woman who’s driven by her cu­rios­ity to dis­cover In­dia’s cul­tural cap­i­tal, and who ap­pre­ci­ates so­phis­ti­ca­tion in de­sign and aes­thet­ics, is sure to fall in love with Ances­try!

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