One does not have to look too far back to find that in the olden days men were usually seen sporting a grey-black suit or adorning a stark white panjabi in case of festivities. The array of colours that men ventured into was minimal and tended to range in a very narrow spectrum. But things have changed now; men are broadening their spectrum and are opting for bolder colours running a wild gamut from baby pink to magenta, from electric blue to violet. You name it; men are not scared to try out the bold and vibrant colours any more.
And to bring on this change and provide for a growing clientele many boutiques have established themselves in the suburbs of Dhaka city. One such store is Chondon, which started its journey in the home of Chondona Dewan herself, but due to increasing demands had to be moved to a store in Gulshan in 2002 where it has established its firm roots.
Along with being an entrepreneur, Chondona Dewan is also active in social causes and has participated in the charity fashion show in assistance of the flood victims in the devastating flood of 2004. As a promoter of women’s empowerment, she feels extremely proud to have women working with her, both in Dhaka and at her village home in Rangpur.
”We try to cater to anyone with a taste and choice for something different, and we have been blessed with a versatile clientele. Our outfits have been endorsed and admired by many friends and customers from the media, films, fashion and the corporate world, locally and internationally” says Dewan.
Their signature style is very ethnic but also trendy and very wearable. The collection uses lots of coloured patches embellished with sequins, zari, mirror, beads, baubles, etc. on shalwar suits, fatuas, saris, blouses and shawls which transforms them from everyday mundane to extraordinary. The use of cotton and silk, blended with crepe, georgette, chiffon, soft tissue and brocade are seen to work together in creating a timeless as well as trendy line of outfits.
When asked about her inspiration, Chondona Dewan says that she is inspired by the world around her, the people, changing seasons, colours, and also talking to her clients who provide her with valuable insight.
Chondon’s new panjabi collection has been created keeping in mind the festivities of Eid as well as the summer season. The fabrics used are mainly handloom, cotton, endi and silk. The panjabis are also adorned with embroidery, zardousi, screen print, block print and come in solid colours with a variety of necklines.
The colours are bright and they pop out so there is no chance of being blanketed in the crowd. The bright, sunny colours have been used as many festivities are coming up ahead and this had managed to enhance the collection further. Softer and lighter shades of colour are also available to help combat the heat as well as look fashionable.
Chondon aims to cater to the likes of its versatile patrons who want to look fashionable and feel comfortable at the same time. Prices start from Tk.1800. So this summer be bold and be fashionable because ‘Chondon’ has designs that promise to liven up your Eid and the sultry summer days that lie ahead.
Photo: Sazzad Ibne Sayed