Femmella designs timeless and versatile clothing to fit busy urban lifestyles

What do modern young women who are educated, independent, stylish and completely on trend, want most from their wardrobe?

- NOOR ANAND CHAWLA

Easy, wearable outfits that multitask while making heads turn. This is what indie homegrown fashion label Femmella promises to its wearer. Take it from the brand’s founder, Kavya Arora: “At Femmella, we promise comfort that doesn't compromise on polish.”

Since its inception in 2008, the Indian prêt label has made a name for itself as one that offers clothing which adapts to a woman's busy lifestyle. Arora began the brand upon her return to India after a stint in the United States and noticed a void in the international fast-fashion brands category in India. Indians at the time preferred to spend their money on heavy, embellished occasion wear. Further, sizing rarely extended far beyond a narrow, predictable range.

“What was missing,” he says, “was something more ordinary. It was a lack of contemporary clothing built around how Indian women actually lived, moved, and dressed day to day, rather than around a single occasion or a single body type. That observation became the founding premise of Femmella, built on the conviction that style and comfort were never meant to be a trade-off.”