Sunday Dec 15, 2024
Sunday Dec 15, 2024
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Flagship Store at Maitland Crescent was opened by Gulshan Ashraf and United States Ambassador to Sri Lanka Ambassador Julie Chung
Aviraté this week announced its revamp with the launch of its Timeless Woman concept; a series of collections aimed at celebrating the brand’s new direction as a womenswear fashion house that celebrates age-inclusive timeless elegance with style and flair that is both luxurious and affordable.
The newly relaunched Aviraté is all about recognising and empowering the modern woman, the one that wears many hats and plays many roles: mother, daughter, sister and friend; businesswoman, homemaker, socialite and adventurer. She is the quintessential Aviraté Woman; limitless and powerful, a power dresser that knows her clothes and style can speak volumes on its own. For well over a decade Aviraté has set the bar for luxury everyday fashion wear; recognised as a fashion forward and inclusive brand with flattering and innovative garments that are always on-trend. The high-street international fashion label started its retail journey back in 2010, positioning itself in the Asia-Pacific region with the launch of its flagship store in Colombo, Sri Lanka, soon followed by three more of its own retail stores across the country.
Aviraté is the vision and venture of the Timex Garments Group, a leading apparel manufacturing and export giant in Sri Lanka, reputed worldwide as a high fashion garments producer to leading markets in the EU and the US. The group has been in operation since 1967 with manufacturing plants spread across Sri Lanka and offices overseas. The global manufacturer believes strengthening its retail arm is much needed.
Timex Garments CEO Kushaan Vijithananda said: “We feel we need to strengthen our initiatives more at these challenging times. We feel ‘now’ is a good time and Aviraté is relaunching to take a new vision forward that will resonate globally as well with time.” Honouring the wild spirit of fashion since 1967, Times Garments work in garment manufacturing naturally created strong ties to fashion and retail in no time. The group is a leading exporter of apparel to global fashion brands. Timesx Garments commitment towards continued growth and exploring new possibilities in the world of fashion through its own retail brand has led Aviraté to establish itself as a label known for its global fashion DNA.
Advisor to Times Garments Board of Directors Niranjan Wijesekera said: “Times Garments is one of the leading exporters of apparel in Sri Lanka and our manufacturing expertise and capabilities delivering to leading international fashion brands had made us crystalise the new Aviraté which is more fashion forward and relevant.”
Aviraté’s all new revamp offers an assortment of exclusive, affordable luxury wear from evening and office wear to casual and loungewear that fits the Aviraté Woman’s lifestyle. In line with Aviraté’s age inclusive ethos is the launch of its sub brand, Chic by Aviraté – the young and fun sublabel of the international fashion house for the bold, aesthetic, and youthful Miss Aviraté is ready to make a statement amidst the crowd.
On the relaunch and the new collections, Aviraté General Manager Meera Jerome said: “We are excited to introduce the new and revamped Aviraté to our customers. The new Aviraté is elegant and luxurious but also approachable and affordable. It’s ideal for women who crave fashion that’s not only chic and effortless, but a perfect mix of modern and timeless.”
The all new Aviraté collections are available at all stores across Sri Lanka – Aviraté flagship store at Maitland Crescent, Aviraté outlets at One Galle Face, Colombo City Centre and Kandy City Centre or visit www.aviratefashion.com to shop online.
Pix by Sameera Wijesinghe
