If you are a staunch follower of the in-thing and love being experimental in fashion, Navarasa is your destination. A unique celebration of fashion, Navarasa is the perfect blend of the classic and the modish. The show will be a treat for your senses with its colourful compilation of 54 outfits in nine different colours. The designs are by one of the most noted fashion designers in India, Rehane, indisputably the strongest designer label in South India.

Unlike other fashion events that flaunt seasonal fashion trends, Navarasa is unique both in its concept and implementation. Navarasa, as the name implies, is based on the concept of Navarasa in Natya Shastra, which says that each of the nine rasas or emotional responses is equivalent to a particular colour. This age-old idea will go way ahead of its time to take fashion to an altogether different level. The designs showcased in Navarasa will be in the nine colours equivalent to the rasas, each of the colours tailored to form exclusive garbs to indulge those whose persona embodies the mood of the rasa.

It is for the first time in the fashion history of Kerala that a fashion show of this magnitude is being organised. Home to people from diverse customs and beliefs, Kochi is the fast developing metropolis of Kerala and hence well deserves to play the host.

Why Kochi?

Kerala is a consumer state and a preferred test market for most of the consumer products with nearly nine million people of its population between the ages of 15 and 35. Hence Kerala offers a huge potential for consumer research especially on the youth segment. The media penetration is also high.

Kochi with its virgin market is referred to as the gateway of Kerala. It is believed that Kochi will soon grow to be the largest retail destination in the state. It is also an important tourist hub. Kochi has come a long way from being a major trading zone in the ancient times to the cosmopolitan city that it is today. The city unreservedly embraces new lifestyle while maintaining the values of the past.

The transformation of Kochi to an urbanised city has brought about a number of changes in the lifestyle of the people here, with western style highly influencing their dressing sense. The city is no exception from other metros in India when it comes to the escalating demand for branded apparel. More people are opting for branded wears as it assures quality products. All these factors make Kochi the ideal venue for Navarasa.