18 Fire is a popular fashion brand for the modern go-getter woman. It also owns and operates another distinctly positioned brand, 'Divyanshi' that has a range of affordable kurtis. “We offer latest trends. For the coming season, the market will see minimalistic and basic cuts, bold prints, pastel shades, and mix & match designs,” says Rakesh Morvadiya, Partner, 18 Fire.

Setting trends in women’s wear

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Innovation and styles have always ruled the fashion industry and it’s important for brands to be innovative to stay ahead. 18 Fire is known for its print mix-match range, however, when it comes to formal wear, the brand tries to keep it minimal and simple. “Trends in women’s wear are constantly changing from high low hem to straight Pakistani length. For Autumn/Winter, it will be a mix of dark Marshalla pallet to subtle pastel shades. As it would also be a festive season, a lot of flared cuts, paired with gold embellished and embroidered palazzos and short embroidered tops would be in demand. This season, we have adopted lightweight combination crochet and lace fancy knitted and embroidery fabric,” says Morvadiya.

18 Fire relies on quality control measure, variability of raw material and latest equipment. The brand aims to create products that can appeal to a wide consumer base, which can bring growth to its market share . Talking about the difference in metros and smaller towns, Morvadiya says, “Cities serve the latest trends. Each design of our company combines different texturing, contrast colour combination, following design themes and inspiration. And consumers living in cities relate to the brand’s individuality and creation.”

The company believes in serving customers with 100 percent product satisfaction. Due to its unique and designer products, the company has been witnessing a good demand and growth in the market. “We look forward to enhancing our role as the supplier of quality garments to the world market. We currently don’t have a presence beyond India but plan to extend our reach,” sums up Morvadiya.

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