The 7th Frontier launches designer fashion label

Ground-breakers The 7th Frontier became the first ad agency to foray into fashion when it launched its own designer label under the name D’divas.

The integrated communications agency, which recorded another first by conceptualising and developing KumbukRiver, the internationally-acclaimed eco resort, just opened its own fashion boutique and produces its own designs for brand D’divas.

Rapidly developing as the iconic ‘Red’ shop along Braybrooke Street, Colombo 2, D’divas seeks to offer discerning women a respite from mass-market garments with a diverse range designed and produced by its own team and marketed considerable below the pricy tags associated with designer wear.

From everyday wear to selective high street fashion, D’divas designers use their drawing boards to create designs which are unique yet practical and according to Dinesh Watawana, its design head and the man behind The 7th Frontier, his band of path-breakers have been defiant against all odds, consolidating their reputation as Colombo’s ideas team.

“KumbukRiver was a classic case of building a brand from nothing and if the brief was to put Sri Lanka on the map, the world gave the team more than what they asked,” Watawana said.

KumbukRiver became Sri Lanka’s highest-awarded tourism brand by winning the coveted travel Oscar at the World Travel Awards as the world’s leading eco-lodge. Today, KumbukRiver is among the world’s 20 most unusual hotels and was also included in a list of world’s best green places by Times-Online.

Having blazed a trail in tourism bringing much focus to conservation of bio-diversity in Sri Lanka’s virgin south-east, The 7th Frontier team next set its sights on fashion designing. D’divas has been on the plans boards for quite some time and the team insists that the primary goal of designers is not to create yet another prohibitively exclusive brand but to bring designer wear within practical confinements of aspiring women.