Marigold, a modern Indian wear brand by FS Life, has completed an extensive rebranding effort as the brand enters its next phase of growth. At the core of this rebranding is a change of the brand name to Pink Fort. FS Life is a group of homegrown brands that are thoughtful, relevant and solve unmet apparel and lifestyle needs for the modern Indian women. FableStreet, the flagship brand of FS Life is a premium western-wear brand, Mikoto, a sterling silver and semi precious jewelry brand and Pink Fort (prev. Marigold), a modern Indian wear brand that reimagines traditional clothing for the woman of today.
Pink Fort signifies the blend of modern & heritage with a symphony of prints, colors, designs, and fabrics. With all these layers coming together into one unrivaled essence. The brand strives to keep bringing fresh silhouettes and ensembles for the modern day woman. Pink Fort is all about the coming together of Modern and heritage, contemporary and traditional, vibrant and subtle, new age and vintage, flowy and structured, evolving and rooted & occasion and everyday.
“Fashion scenario in the country has changed dramatically over the years, and so have customer preferences. The biggest fashion category in India has always been ethnic wear but western wear is slowly but surely becoming bigger. Looking at this behaviour & gathering customer insights, we identified fusion wear as the category which is going to see a big spike going forward. While we are becoming western in our design sensibilities, we remain Indian at heart & that is what Marigold started off as. We felt Marigold as a name was not doing justice to the vision of the brand & the grand vision we had for it. We wanted something more grand & something that brought together the two worlds and Pink Fort does that.” said Adarsh Sharma, Chief Revenue Office, FS Life.
Along with the rebranding, the brand has also launched a new collection in collaboration with renowned designer Nandita Basu. The name of the collection is Frida. The entire collection brings out the essence of Frida Kahlo & is inspired by her style. The collection beautifully captures the brand ethos of Pink Fort which is a beautiful blend of traditional and modern. The brand plans to come out with multiple designer collaborations in the next 12 months.
