a whole new story
Fabels is an independent brand launched by Fabindia, India’s iconic lifestyle retail brand. Building on its philosophy of promoting Indian crafts and textiles, the new brand introduces a slightly new concept in the fashion space. Using handlooms, Indian weaves and materials the garments are tailored based on Western styles, cuts and fits. Fabels products have significantly higher price tag than Fabindia and this is matched with superior quality. The range is limited and seasonal putting Fabels in competition with brands like Mango and Zara.
The name Fabels, an amalgam of Fabindia and label, recalls the parent brand while opening up an opportunity to build its own ‘signature’ stories. The logo is very modern and minimalist. Designed to cut across age and gender, the graphics for the brand are derived from traditional Indian patterns drafted to precision – symbolic of what the brand wants to achieve in its fashion line - to take Indo-Western fusion to a new level.
client: fabindia
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