Poppy Paro launches as womenswear label

Poppy Paro has launched as a new womenswear brand with its maiden collection titled ‘Endless Summer’ and a direct to customer e-commerce store.  

Entrepreneur and designer Parul Sahni has launched Poppy Paro as a youthful premium apparel label, Elle India reported. The new brand has a modern, bohemian aesthetic and caters to globally focused print enthusiasts. 

The brand’s debut womenswear collection features painterly prints on retro style shift dresses and fluid halter dresses with a bright and feminine colour scheme, according to its new Instagram account. Rainbow chequerboard textiles feature on more androgynously cut sets and the line features a wide range of ‘day to night’ style looks. While some silhouettes from the collection are inspired by western wear, others such as kaftans have a more fusion style aesthetic.  

“A touch of elegance, a whisper of grace, and the undeniable strength of modern femininity, that’s what our latest collection embodies,” announced Poppy Paro on Instagram about its new collection. “Wrap yourself in sophistication.” The brand’s debut campaign has a vibrant style and presents its youthful garments in an understated way.