The private label by Pallavi Mohan, ‘Not So Serious’ celebrates every such woman who boasts the excellent craftsmanship signature to her country by weaving into the Festive Couture collection a vibe that is reminiscent of her Indian cultures and traditions no matter in which part of the world she is. Through statement pieces of clothing, impeccably sophisticated and urbane, Not So Serious is for every woman who is confident, sure, and beautiful inside out.
In 2007 Pallavi launched her label Not So Serious in India and has been displaying collections that merge western sensibilities with Indian ethos. Interesting mix of colors and combination of mix media with feminine sensibility is the essence of her label. Not So Serious Autumn/Winter’17 collection is all about super chic separates including A-line dresses, textured boxy jackets, floor length gowns in rich hues of cherry, coffee, tangerine and indigo with subtle playfulness of sheer and layering.
Throughout the collection, the tone is kept subtle and understated with shades of soft pastels, flattering silhouettes with billowing skirts, accentuating the curves of a woman’s body. The merging of modern artistry in traditional couture brings out the subtle nuances of excellent craftsmanship throughout the collection, highlighting the plush fabric of the outfits which include velvets, special jacquard from Korea, silk, and a lot of handloom. Yards of shimmer handwoven into natural fabrics commemorate the perfect amalgamation of the modern with the quaint.
This year, the brand completes 10 years with the launch of the Not So Serious flagship store in Mehrauli, New Delhi. The beautiful concept store resonates the soft aesthetic of the clothes and encapsulates the dreamy and whimsical spirit of the brand. Not So Serious houses the finest occasionwear, the signature pret line and their newest edition, kidswear. The kidswear comprises of delightful “mini me versions” of the couture line including sequined gowns, A-line dresses, skirts and crop tops that are truly individualistic and form the USP of the store.
The brand also presents a line of kids’ couture-wear for the little princesses, the heart of every wedding ceremony; a collection specially curated for them to look like little angels, and feel like one too, without restricting their mobility and comfort. The kids’ wear designs incorporate light-weight fabric without compromising on the opulence of the skirts and embellished gowns in soft colours, with floral motifs.
Currently, the brand retails from leading stores such as: Anthropology in USA & UK; Aza in Delhi & Mumbai; Ogaan in Delhi; Fuel in Delhi, Mumbai & Kolkata, Anahita, Elahe & Manomay in Hyderabad; Agashe Delhi; FFolio in Bangalore, AlilaDiwa in Goa, Chrisalis in Jaipur; Coral in Kolkata and online presence at Anthropologie.com, PerniasPopupShop.com, Exclusively.com & DateTheRamp.com.
Ethereal yet contemporary, traditional yet urbane, Not So Serious binds in it binaries of life, love, and time. The brand endeavors to constantly break the mold and create an individual style statement. The brand believes that simplicity is the ultimate sophistication. The fresh and crisp sensibility of the label pushes the envelope when it comes to style and elegance. Looking back at the evolution of the brand from stylishly witty, quirky to individualistic – it offers something for everyone!
– Apparel and Textile News, Apparel Talk, Indian Apparel
