Written By: HARANSH SAINI
Serenity and chic is the creative ideation of Raha Tavakolifard. It’s a brand that creates aesthetically pleasing clothes which are cute, comfy, have premium quality and that started right in her apartment. Neither did she know anything about the clothing business, nor did she have any degree in Fashion. All she knew was that she loved fashion and clothes which gave birth to this brand!
THE CREATIVE FOUNDER
ABOUT THE BRAND
The brand has pieces which are thoughtfully curated with utmost timekeeping quality at its peak. What truly sets the brand apart are the limited drops that are done once or twice per season which keeps the clients and audience excited all the time. Through this one-of-a-kind limited edition, Raha makes sure that the brand responds to principal issues like sustainability and minimal waste. This also differentiates her brand from those who believe in introducing gazillion styles just for the sake of variety!
ABOUT THE COLLECTION
The clothes are truly a subtle mix of two moods. One is the ‘Minimal’ – that can be worn on rotation – ‘The Chic’ – & the other is the ‘Pastel’ – fun, playful and colourful – ‘The Serene’. The two moods are quite the opposite however she makes sure that there is a good balance between the two. While the minimal ones fit into the everyday category, the bright pops are all dreamy, not loud and can be worn repeatedly as well.
The Collections include:
- Tops
- Dresses
- Bottoms
- Jackets
- Sets
- Accessories
- Swimwear
The brand usually plays with capsule colours like beiges, blacks, neutrals which are the basics, along with some colour pops in between. Sometimes you do need some colour in your wardrobe to brighten up your life, isn’t it?
RESPONDING TO TRENDS
We are in a time where trends shape and emerge every now and then. With such fastness, it becomes extremely challenging for brands to keep up with their uniqueness. For Raha, it’s all about the investment pieces. This does not mean she doesn’t respond to trends. For example, her collections do include ‘The Vest’ and even ‘The Napkin Top.’ Both are super trending right now as we have been seeing them back and forth. However, she makes sure to not mindlessly dive into the trend fever and only incorporates pieces that vibe with the brand and its voice.
VOICE OF THE BRAND – ‘THE AMBASSADORS’
The ambassadors are the true voice of the brand. Raha deeply values their feedback and quite often pieces in her new drops are based on the suggestions of her ambassadors. She feels that even if she is reaching out to a smaller audience that generates loyal and devoted customers, she is incredibly happy with it. To her, these ambassadors are the people who motivate, inspire, and support her brand throughout.
SIZING
The sizes the brand offers are a regular Small, Medium, and Large. However, Raha is working on widening the scale of her size range. Having a brand that devotedly focuses on quality, coming up with size variations becomes challenging sometimes and difficult to achieve. While Raha wants her brand to be as inclusive as possible, expanding the size range and making it available to all for her clients is a process she is actively working on.
FUTURE OF THE BRAND
Moving forward Raha wants to continue catering to her loyal customers through her brand with the hope of expanding her reach and having an impactful voice in a time where new brands grow every day. Being authentic to her brand, catering to her audience and working on broadening the size range are her prime goals in the near future.
Do check out the brand because we have been loving their pieces and eyeing on a few for ourselves too.