On September 20, womenswear designer Dolly J presented a traditional wear collection titled ‘Gulenaar’ as a digital showcase as part of the Fashion Design Council of India’s India Couture Week.. In lieu of a traditional runway show, the couturier showcased her designs through a fashion film which was broadcast on the FDCI’s Instagram, Facebook and Twitter accounts.
The film showed models walking through an opulent mansion, twirling to show their intricately embellished lehengas and gowns. Dolly J harnessed the digital nature of the showcase to use sweeping camera angles to show off every angle of her designs and to zoom in on delicate embroidered details which would only be seen from afar on the runway.
The collection had a color palette of pastels and rich jewel tones and featured a few fusion wear elements such as stacked bows and ruffles. The showcase featured an array of jewellery by Archana Aggarwal, the official jewellery partner for India Couture Week.
The showcase featured videography and creative direction by Imran Khan Filmz, photography by Raju Raman, hair and makeup by Amanender Sidhu, and models Sonali Sharma, Dayena Erappa, and Vartika Singh, the brand announced on its Facebook page. The film’s soundtrack was composed by Jacob Gurevitsch.
The brand also reopened its Mumbai flagship store in Kala Ghoda on September 21, it announced on Facebook. Dolly J shifted the store to a new location in the city and reopened it with a display of her latest designs.
