Indian designer Ujjawal Dubey has opened the first flagship store for his label Antar Agni.
Since 2014, Dubey has re-imagined the expression of fashion and personality through his brand Antar Agni, a brand synonymous with beautiful fabrics in fluid expression and drapes that put the wearer’s personality at the core.
Located in Delhi’s Ladoo Sarai area, Antar Agni’s first flagship retail store is a single level store spread out across 2,500 square feet, and designed by Delhi-based Nimisha Sharma’s The Joint Studio.
The store brings to life a space where there are no edges and the walls flow into each other.
As with Antar Agni’s garments, the store also draws inspiration from the natural world and brings a sense of calm expression.
Dubey was excited to use Agrocrete, an eco-friendly cement made of agricultural waste instead of paint, and earthy tiles echoing this pallet with sleek furniture. All of these choices were made to keep the energy flowing within a space that rejected a typically hectic retail experience.
Open from 11 am to 7 pm, the Antar Agni flagship store has launched with a curation of festive pieces including a mix of kurtas, waistcoats and bandhgalas.
The doors opened with a stock of Antar Agni’s timeless favourites and a limited-time edition of new pieces, to engage consumers with the brand ideology.
“We are super excited about this launch. Flowing with the current has always been boring for us, and as a brand, we’re constantly looking for new challenges. These difficult times and the continuity of time was our inspiration and reminder to keep our morale and energy high by bringing this physical space for Antar Agni to reality,” Ujjawal Dubey said.
In a year when fashion aficionados have had little to celebrate, Antar Agni rejects flowing with the current to embark on a new adventure. As a designer, Ujjawal Dubey has always convened with fabric letting it speak for itself and architecting its natural ebb and flow to create a conversation with the wearer.
