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Chic Store: S.Oliver brings trendy European fashion to Infinity

September 23, 2011

S.Oliver’s new concept store at Infinity Mall, Malad was my first in-depth experience of this German brand a few weeks ago, though they have stores at Mega Mall and Inorbit Mall.

The store’s large thematic window display drew my attention as I walked around the mall. The display had a rustic-cum-urban look with faux bricks and cool photo frames (similar to the one in the picture of the Delhi store below). The window display changes every few weeks, and is one of the highlights of the store.

SOliver Delhi store

At first glance, S.Oliver looks like any other high-street store, but step inside and you will feel the difference, even if you can’t put a finger on it immediately. It’s got a factory look with exposed pipes on the ceiling, wooden slats and flooring, with a dash of colour that comes with a printed wallpaper. None of that is in-your-face; instead, it creates an understated charming experience.

SOliver Mumbai store 

SOliver Mumbai store

The store houses S.Oliver’s three lines—Casual, QS and Selection, and have been laid out for easy navigation—guys’ stuff to the left, girls’ to the right, and gradual shift from casual to sporty to formal. There are t-shirts, shirts, jeans, dresses, trousers and jackets.

The S.Oliver design team uses concepts and garments across the lines, with a twist or two to fit into the line’s signature. For instance, I saw a denim jacket (usually worn as casuals) in the Selection line with a sleeker fit and coat-style buttons.

SOliver Mumbai store

Some other interesting pieces I saw: shrugs (especially liked a wine-coloured one); famous cartoon character tees (Superman, Batman), jackets and denims. I also noticed a sports jacket there, and while I wondered if it was out of place, they pointed out to me that the jacket was quite popular, even (or especially) in Mumbai! They have a few accessories as well, and I saw cross-body bags with little petal cut-outs that I had spotted a lot on my recent trip to Spain—bang on trend!

SOliver Mumbai store SOliver Mumbai store

I was looking for a cute jumpsuit or playsuit, and S.Oliver seemed to have plenty of options in those—in denim, a military green, printed cotton ones and so on. I tried these on, along with a classy dress that looked like a blouse and skirt combo when worn (was very tempted to buy that!) Most of the garments I tried had a comfortable fit and seemed fine for my body type, though I did notice the dreaded European style of low necklines that aren’t right for India. I chose a printed green playsuit for myself.

When I visited, part of the store was on sale, and the Fall/Winter collection already on rack. S.Oliver has clothes that would suit a range of ages and style mantras. You could get everything from a ganjee to a formal shirt, and despite the range, the store is not overwhelming like some large ones tend to be. The vibe is cool and hip, but not OTT, and will do well with the college crowd.

Some shoppers may find the prices a bit steep (eg Rs 1099 for a Superman tee, Rs 2000+ for my playsuit), but a quick comparison with other European brands reveals that S.Oliver is in the same range as Vero Moda, Benetton and others.
 
Store Address: S.Oliver, Infinity Mall, Link Road, Malad (W).

Note: Speaking Chic visited the store on the invitation of S.Oliver India, but we paid for our purchases.

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