The highly competitive women’s apparel industry is saturated with designers trying to think outside the box and combine style and substance. Consumers are also spoiled for choices and at this point, it can be somewhat tricky to grasp their attention. Sania Afrin, however, makes it look easy. The engineer turned entrepreneur is the owner of two successful ventures, Merlot and Purple Mallow. The latter focuses on accessories for women, and since 2017 has become a household name. But it’s Merlot that has been making major headways lately with its meticulously crafted clothing items that is specifically designed for fashion savvy students and working women.

Florals and geometric patterns have ruled fashion charts for a reason. Worn short, mid length or long, the prints are versatile and can be styled easily. Think of jumpsuits with floral flounces, one-shouldered midi dresses in polka dots, strapless short numbers or long and breezy dresses in soft layers — the summer friendly motifs make almost everything look a little bit better.

Some have taken a similar stance when it comes to fashion. The Chakma, Marma, Garo, Santal and others have their own traditional, heritage wear; many of the new generation may not feel comfortable wearing their heritage outfits and that’s where fashion designer Tenzing Chakma begs to differ.

To beat the summer heat in style, kurtis are a real godsend! A cross between kameez and shirt, kurtis can be anything you want and more. Our eternal love affair with kurtis is one for the books, and as a tribute to the comfort and joy they bring in our lives every day while making us look effortlessly stylish, let us rejoice in the countless ways we can fashion them!

BOLD by Nusrat Mahmud Ananna is an online clothing store that focuses on making dresses exclusively for plus size women. Be it some pre-existing stigma or just plain ignorance, a plus size individual often has to settle for something less interesting in terms of designs and patterns than someone of an average size. BOLD aims to create equality in fashion by working on this problem. Since the message is everyone’s right and freedom to fashion, there is no such thing as a size chart in BOLD. Any dress of your choice will be customised to fit you as per your instructions.

There are those well-regarded classic colour combinations like black and gold that never go out of style for anybody. Even if we date back to the 1900s when women’s fashion was neat, covered and detailed with ruffles, buttons and lace in layers; black and gold had an upper hand even there. Georgia Hale, a 20th century silent film artist sported black silk dresses with golden tassels.

House of Ahmed, founded by the husband-and-wife duo of Ahmed Tuhin Reza and Tanzila Elma, is a premium, sustainable clothing designer brand that promotes works of local artisans. They have launched their co-design studio, House of Ahmed Lounge, where consumers can co-create their outfits and be a part of the design journey.

A sari is one such timeless attire that has never been retired from the top of fashion trends. Growing up, we saw our older generation treasure their saris, and with time, learned to love this part of our tradition like no other. For us it is never just about the latest style. No, our saris hold core memories in them; each pleat tells a story. Handloom cotton and Jamdani, perhaps the most traditional of saris, have been passed down through generations.

Launched for the youth and keeping their unbounded energy in mind, TAAGA has inspired the younger fashion enthusiasts over the years, to no end. Where Aarong is a more mature mother brand, TAAGA is the impulsive, joyful sub-brand that is always experimenting and flying out of her comfort zone. This time too, TAAGA’s Eid drop is eclectic, daring and classy, much like its wearers. Inspired by the latest street fashion trends, TAAGA’s new collection has a lot going for it, from geometric to abstract prints and patterns.

Seldom have brands fit into consumers’ lives as seamlessly as Aarong, and no Eid is ever complete without a few choice pieces from the local brand that has now made its mark in the USA, UK, Australia, Germany, UAE and Singapore too. With 25 retail outlets across Bangladesh, Aarong has become a household name known for its employment of rural artisans in its manufacturing processes, its high-quality products and it’s refreshing take on ethnic patterns. Its latest Eid collection is no exception.

Clothes are an essential part of everyone’s Eid shopping wish list. This Eid, SaRa Lifestyle, a sister concern of Snowtex group, is presenting a wide collection of fashion wears that will catch everyone’s eyes.

The idea of a monsoon wedding instantly takes us to a beautiful fairy-tale image. `The refreshing calmness all around, and a ceremony amongst the drizzle; no wonder some say that the phrase ‘romance in the air’ was invented for monsoon. However, as dreamy as it sounds, a wedding during such an unpredictable weather does come with some risks. So here are some major wardrobe ideas to check out if you are attending weddings this monsoon.

If you are a fashion enthusiast in Bangladesh, there is no way you are not aware of Tenzing Chakma and his gorgeous fashion creations.

Although the colour is versatile and serves as the most beautiful backdrop to any shade on the spectrum, one style that is currently topping the fashion charts is the combination of white on white.

Men’s casual wear has the upper hand in a few areas over women’s casual fashion.

An aspect of Bangladesh's contribution to the global fast-fashion industry.

The new Sonia Musa Store in Banani DOHS is an addition to the glamour of the boulevard that boasts having it all. The boutique designed to create a space of warmth and comfort for the client who wishes to unwind in a lounge and high-end hospitality.

Utilising the fast-growing e-commerce sector, OddPerson is the first British born Bangladeshi clothing brand to focus entirely on the online platform. This enables them to keep prices very competitive compared to other Bangladeshi brands while exceeding in terms of quality of fabric, manufacture and design.

Sustainable fashion is a cultural push that is necessary going into the future.

An icon and a legend in her own right, Khan redefines summer norms of subdued hues by introducing a dark palette; an unconventional choice, sure, but one that a seasoned designer like Khan expertly masters.