DLF Avenue, a shopping mall in the Saket area of New Delhi has strengthened its fashion portfolio with the launch of ‘Fashion Avenue’.

Fashion Avenue located on the first level of the mall will house homegrown, direct-to-consumer brands that were previously only available online.

Some of the brand’s housed at Fashion Avenue include Amama, Blissclub, Chidiyaa, Dusk Attire, Linen Bloom, Fable Street, Pink Fort, Suta, Trubrowns among others.

Commenting on the launch, Pushpa Bector, senior executive director at DLF Malls Retail in a statement said, “Fashion Avenue is a new concept store which houses the best of Instagram brands; it’s an ode to individuality, craftsmanship, and the evolving landscape of fashion in India and is a celebration of diversity in fashion, a fusion of traditional and contemporary styles, and a platform that bridges the gap between online and offline shopping.”

Ayushi Gudwani, founder of Fable Street added, “When one talks of offline retail, DLF is one of the biggest names in the country that comes to mind. We, in fact, started our retail journey with DLF Promenade in 2020 where we launched our first store, which unfortunately had to shut down due to the onset of Covid-19. We are looking forward to a great partnership with DLF.”

DLF Avenue is one of India’s leading fashion hubs with over three floors that house international names such as Uniqlo, Marks & Spencer, Under Armour, Guess, Mango Man, Nykaa Luxe, Nicobar, Swatch Watches, and more.