Nothing welcomes spring as this beautiful SS’18 collection launched by Pretty Secrets. The new SS’18 collection is about a bright and bold colour palette with emphasis on use of texture in not just a visual but also a tactile way. The collection has been designed keeping the summer/spring season and trends in mind utilising definitive textures, graphic prints such as fresh bloom, geometrics, plaids, abstracts, to match spring and a potent colour philosophy. Some of the key colours that have been added keeping the season in mind are electric fuchsia, sunny yellow, hues of pink, blues, and mint.
The collection is also designed with more fluid and round design sensibility, making a note of functionality. Pretty Secrets tried to take the product functionality even a notch higher in SS’18 with gel padding inside bras, which has a significant impact on the structure, fit, silhouettes, and comfort for long durability.
To celebrate the launch of Pretty Secrets’ new SS 2018 collection and their fresh, revamped look, we spoke to Shruti Behal, Head of Product Design & Development, Pretty Secrets, to get her thoughts on the new collection launch and more. “We have had a good season in terms of mass acceptance amongst consumers, sales figures and brand awareness overall. Where fashion and products are concerned, we saw an increase in consumer demand for certain specific styles. Even though we had a small range, we saw it being widely accepted by our consumers. The style and quality of fabrics were much appreciated. We had expanded our fabric range by using fabrics like modal and viscose apart from just cotton last season, which was liked by the customers, thereby encouraging us to release a bigger range and different styles this season,” she explained.
Be your true self
At Pretty Secrets they encourage women to be their truer, bolder, confident self. With their #REDEFINEBASICS campaign last year, they had already spread the message that everyday lingerie need not be boring. And, this year, they wanted to expand on it and change the scenarios for nude bra, which was just one beige universal colour. Stemming from this came the ‘Nude’ campaign, which is all about three nude shades to match the range of Indian skin tones. With their ‘Nude’ collection, they are the only brand currently in the Indian market, which is focusing on an entirely new style of bra in three shades, which are guaranteed to suit most Indian skin tones.
The ‘Nude’ collection is available in three tones—Nude 01, Nude 02, Nude 03 with lightly lined bras, which have breathable fabric and gel pad technology for long hours. It is also priced reasonably at INR 1049 and is available in B, C and D cups sizes. The ‘Nude’ collection is for women of every tone, to give a cleaner and more natural look and to complement their complexions.
The Basix collection
Last but not the least, The Basix collection is inspired from everyday 9 to 5 wear, which is inherently easy to look after and also available in a plethora of colours. Besides, the collection’s signature quality and extremely light fabrics capture the essence of modern women. In the new Basix range you will find your everyday lingerie that is chic, comfortable, and above all, fashionable and elegant. With this collection the brand has focused on silhouettes that will accentuate your figure but without compromising on your comfort.
The Basix range comes in some key styles, ranging from seamless bras and sexy silhouettes to padded wired, non-wired and non-padded. The key colours in the range are mostly hues of summer with solid colours like, pastel shades of pink, fuchsia, corals, navy, classic blacks and almond nude. The Basix range has bras that are stylish and yet it doesn’t sacrifice on functionality; sturdy straps and a robust fastening at the back means that the bra in this range is comfortable and supportive and helps you look and feel amazing. The starting price for Basix is INR 449.
Shedding light on the stress on quality of the product Shruti said, “Product development is the key driver in all Pretty Secrets collections. Before the launch of any product, it undergoes both internal and external tests via consumer panels who, among other things assess its quality, fit and overall design. We start the research with our last season’s customer sales report to make the assessments and understand consumer behaviour and their affinity. The next process is to research market gaps and competition analysis in the intimate wear industry, which is also a big inspiration in terms of bridging the gaps and meeting the demand. The last step in the research process is to understand the trends and forecast for the upcoming seasons to get an overall market analysis. Based on the research, we then design our collection, which takes about 6-8 months, out of which 2-3 months are spent in testing followed by several rounds of fit samples to ensure the quality product.”
You can purchase the SS’18 collection across all platforms ranging from online www.prettysecrets.com, across 22 Pretty Secrets stores and online market places such as Myntra and Jabong.
THE PRICE POINTS FOR EACH CATEGORY START AT
- Nightwear – INR 399 going up to INR 2199
- Bras – INR 599 going up to INR 1599
- Swimwear – INR 599 going up to INR 1599 in the premium segment.
The sizes for SS’18 range from B to D and XS-XXL.