“Some are the melody, some are the beat, youth is like a diamond in the sun and we all know that diamonds are forever. So many dreams swinging out of the blue and I decided to let them come true. I have created some diamonds in the shape of jeans and tops and decided to call the collection, Forever Young. The designs are pushing some boundaries but that is ok, because we are all… Forever Young.” -Otara
The much-anticipated SS14 Otara Jeans Collection, aptly titled, Forever Young, will officially be launched, on the 7th of February, at the HSBC Colombo Fashion Week 2014 at the Hilton Colombo. The collection conceptualized, designed and produced by Sri Lanka’s most eminent Fashion Icon and Retail Guru, Otara Gunerwardene, Founder/CEO Odel Plc., epitomizes everything Otara and Odel stands for; style, luxury and seduction. For CFW 2014, Otara Gunerwardene returns back to the ramp to unveil a story spun out of a dream and woven with mystery. A collection that will live to tell a tale. A classic timeless story of a lifetime. A tale that pushes all boundaries and expectations. A creative expression; fashion cut in the grain. Forever Young will be an explosion of creativity unfathomable to the ordinary, like a diamond in the sun.
Made from slimming stretch technology, that lifts and contours your body making it picture perfect silhouette that effortlessly holds its shape, Otara Jeans returns this season with a cutting edge collection pushing all boundaries of style. Forever Young will also see the unveiling of a series of tee shirts and tops designed to complement the user stylish and chic Jeans which have all been manufactured using soft and comfortable material with the right amount of stretch, which will end one’s quest for the ideal pair in the wardrobe whether dressing up or down to suit any occasion.
Often fashion brands design and manufacture products with specific end consumers in mind, while retailers build their assortments to serve a specific clientele. Often these two segments don’t correspond the way they should and the cost of this type of misalignment results in missed opportunities. Odel has the unique insight of being a fashion brand and retailer that speaks directly to its consumers, understanding their needs and wants and adapting ideas for commercial success, as is evident with the Otara Jeans label.
With Otara Jeans, Odel celebrates the freedom that comes with wearing denim and the understanding that there’s nothing you can’t do in a great pair of jeans. Their latest collection is a beautiful depiction of that sentiment. From the fashion pack staple skinnies to the more relaxed yet perennially cool boyfriend jeans the range pays homage to classic styles with an added modern sensibility. Their perfectly executed cuts hide a multitude of sins and contour themselves to your body as only a great pair of jeans can, with just the right amount of slouch and leanness.
Style has often been thought to be the catalyst for fashion and with Colombo Fashion Weeks’ runway playing host to a multitude of aspirational, beautiful works of art it makes sense to have the islands biggest fashion retailer, headed by one the islands most stylish women, on board not only as Retail Advisor for CFW 2014 but also as a show-stopping cutting edge designer who will unveil one of her trendiest and most daring collections to date.
Colombo Fashion Week acts as a showcase for Sri Lankan and international design talent. It engages buyers, retailers and consumers and offers the rare opportunity to experience trend-setting, high fashion catwalk shows. The partnership fosteredbetween Odel and CFW (Colombo Fashion Week) since its inception in 2003,organically evolved into Odel’s role as Retail Advisor and Retail Partner. Thissymbiotic relationship is a perfect fit for both brands with long-term payoffs for bothconsumers and designers.
