Nigeria based designer Ananda Khanna Keswani launched her collection “WKWR” exclusively on online styling platform StyleNook.
The event was attended by dignitaries like Suman Mishra – Senior Vice President, Group Strategy, Mahindra Group, Mobina Kakajiwala- HR Leader, Beckmen Coulter, Ashu Tomar- Marketing Manager at Ambit Capital and Shalini Lahiri – Product Manager at Upgrad.
Having contributed at StyleNook as a freelance stylist , Ananda a successful celebrity stylist in her own right and once fashion editor of a leading magazine realised the Fashion industry in India worked on one size only. This encouraged Ananda to launch a line of clothing that boasts of well-structured designs that are convenient in a working environment along with sizes ranging from an S to a 3XL. The collection is unique in more ways than one as this is a collection that has been inspired by invaluable data and research provided by StyleNook in its years of working to understand what the Indian working woman wants sartorially.
“Having worked with StyleNook for some time now, I did not have any doubts about launching my latest line in collaboration with the team. It broke my heart to see that I could not give my customer what she wanted as a stylist, and that’s what inspired me to create an entire collection for workwear. My goal is to create an industry where people realize that every body type needs special attention and the modern-day working woman needs to spend more time on work fashion”. said the vibrant designer Ananda Khanna Keswani on the launching her latest line.
On the occasion, StyleNook Founder Kuntal Malia said, “The WKWR x StyleNook collaboration is how the fashion industry will evolve leading to relevant products for customers and less wastage for the apparel industry. A lot of companies say that incorporate user data into their designs by talking to users or leveraging sales numbers. However, the StyleNook dataset goes beyond this – we are combining user preferences, body shapes, sales data and rich feedback to understand what designs will be relevant. For example, 63% of our 50,000+ user database has said they freeze in their office all the time. This insight is something that the WKWR collection has incorporated in its clothing – you’ll need to check out the collection to know what I’m talking about”.
Ecstatic with the collaboration, Founder Arti Gupta said, “The Indian working woman is one of the key economic drivers in our country and is contributing to the growth in the fashion space. She’s also now experimenting with her looks going beyond the basic white shirt and black pants – wants to know what she can do to within her context of body shape, preferences, budgets. Ananda has acted upon these insights and created a collection that addresses specific customer needs. We’re thrilled about this”.
StyleNook as a data driven company has invested time in understanding Indian women as each of their clients fills out an online form which provides valuable data and insight that most brands just do not have access to.
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