Finding the studios of Anomaly in the maze-like lanes of Shahpur Jat is quite a task, but so is finding a classic piece of clothing which rises to the occasion. Anomaly, by Medha Khosla, who recently returned from the US to settle in Delhi and opened her own brand has the potential to rise to such an occasion.
Khosla, who put her mind shaped by 13 years of experience in New York behind setting up the brand, clearly knows what she is doing. She returned to her hometown in the November of 2014, and by April 2015 had set up Anomaly. The brand was promoted only through word-of-mouth but now has launched its own website — shopanomaly.in.
When asked about her product she said, “Indian women’s clothing can be categorized as two kinds — the luxury model, which means very expensive ethnic haute couture. The other is contemporary mass market clothing, which lacks quality and personal touch. We aim to produce a product which has quality, is affordable and is contemporary while being versatile.” While it is a challenge to bring all of the above things in one package and get the numbers you desire, Khosla feels it is possible only if one’s product has some novelty factor. “The collection was designed keeping in mind the needs of a women, I have brought in my own experience of 13 years of working in the fashion industry. Waking up every morning and worrying about what to wear is just too tiresome,” Khosla said, explaining the thought behind her collection. “So these pieces are made to be paired with whatever else you have in your closet.” She says as the company is in its nascent stage, most of her customers are people she knows or their friends and has seen them wearing the clothes in a personal and original way. For example a loose-cut, knee length shirt, made from simple cotton from Kerala, was worn differently by at least four women. “Some of them wore it as a coat, some as a dress, some with the optional belt and some without.”
The Anomaly collection is all about silhouettes and utility. The shirts, pants and dresses are made for comfort and are a personal statement. They will serve career women just as readily as they would help a party girl turn heads if accessorised properly. Though the clothes have character, they give the wearer enough room to experiment. Khosla keeping the business side in mind has chosen a colour palette where you can never go wrong; blacks, blues, burgundies, and whites.
“One of the biggest concerns when girls want to wear white is that of coverage. I remember how hard it used to be to find nice comfortable inner wear under my white shirts. We have an attached inner in our white shirts made up of the same silk as the outer shirt and it’s incredibly comfortable,” added Khosla, citing an instance of how her experiences have helped shape her collection.
Moving forward she wants to expand into men’s wear and experiment more with women’s wear. “The material in the Indian market is in abundance and though it takes you a little time, if you work, wonders can be done with what we have here as raw material,” Khosla said about working here. Keeping true to the minimalist line of her designs she says that this is the way fashion globally is going. “It has started in India and it will grow,” Khosla summed up.