Hygge is a word in Danish and Norwegian that describes a mood of cosiness and “comfortable conviviality” with feelings of wellness and contentment. Hygge is a vibe, it is a mood, it is a feeling. Hygge is also a feeling that transcends from SAND’s new collection straight to your soul. SAND believes in colour therapy, there is a definitive colour palette that identifies each piece as quintessentially, SAND. The hues are inspired by the calmness of nature, from sand, black, Ivory to dusty pink and natural but for the winter 22/23 collection, there are 3 new colours that connote a deep sense of warmth, cinnamon, pine and night blue. The new winter collection introduces new cosy colours of Pine, Cinnamon, and Night Blue along with our primary palette of fluid yet snug silhouettes. Introducing woollen scarf co-ords, SAND Trenches, beaded accents, and outwear dresses that will transition beautifully and effortlessly from day to occasion wear.
This collection sees the return of a few beloved styles like the eclectic Johannesburg jumpsuit, now in cinnamon with a contrasting detachable shawl. There is the SAND trench, the Tromso top which comes with a detachable scarf, Berlin woollen top with a prominent collar handcrafted with glistening glass beads, Glasgow Woollen Overlay which is a one-size-fits-all, then of course there are the signature kimono dresses & kaftans for the ultimate style and comfort. SAND is more about versatility and comfort than trends, trends have a way of moving on but SAND pieces are timeless, they’re designed and developed to make anyone who wears them feel good about themselves. Despite avoiding labels like ‘trends’, there is a new style that is absolutely stunning and very much a new product, the SAND trench in the new winter colour palette. It is everyday worn, yet extremely chic and dressy, it is a style you can start and end your day with while staying cosy and stylish. As with every collection, SAND is all about fine detailing and how you can style your outfit in several different ways, multi-purposing an outfit to look new every time you choose to style it differently.
This year’s winter collection uses handcrafted soft wool, pom tassels made with glass beads, playful beaded handcrafted buttons, loops and delicate collar detailing that adds more charm to every ensemble. Winters are all about keeping warm yet stylish and comfortable, keeping that in mind some of the styles are complemented by a detachable scarf/shawl so you are ready to step out as soon as you’re dressed. Welcome the season with an all-new SAND wardrobe and add a whole new dimension of style, function and elegance to your look for the season.
Instagram – @sand.byshirin @shirinmann
About SAND:
SAND is an acronym for Such-A-Nice-Day. The name is derived from the feeling of wearing a beautiful piece of clothing that will instantly brighten up your day. SAND is also the colour of the brand, representing beautiful textures, soft fabric grains and it’s cooling nature. A brand that is born out of 21st-century values, SAND by Shirin, is a celebration of all things simple, unrestrained and fluid. SAND brings to you tastefully crafted; luxe clothing that conforms to no boundaries and celebrates your unique beauty, shape and size. India’s first fluid-fit affordable luxury label, SAND by Shirin is an amalgamation of fluidity, texture, finesse, style and a whole lot of self-love.
Being a part of panels like Simply Festtalks, CBRE, Etsy and the Women Economic Forum where she received ‘Women of Excellence 2019 awards, she has inspired several young leaders.
In the past six years, Shirin has launched two very successful brands. SAND being a recent success has got a lot of attention and love. Even though it was launched in the middle of a pandemic it has received immense love and support.
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