Revolution, the brand that is synonymous with plus size fashion for women, is proud to be among the first in the country to successfully launch its official e-commerce website www.revolution.bz You can now browse through and buy Revolution merchandise from the comfort of you home.

Revolution, which started out as one small store in Shahpurjat, New Delhi, in 2001, has achieved much in a short span of time. Today, with a chain of ten exclusive retail outlets in Delhi, Mumbai, Gurgaon, Bangalore and Dubai, with a turnover in excess of USD 2 million in 2005-06, the brand is hungry for more. So what precisely does ‘more’ translate into?

To begin with the brand is going through an image makeover with a new brand identity that is more feminine, bold, bright, fun, and has a unique twist – an inverted ‘i’ that speaks for itself. Recounts Nisha Somaia, Director, Revolution, “After going through over a hundred logo options with three different design teams, we were pretty much at the end of our rope. In fact, we even took on a fourth team, and as part of their pitch to us for a brand campaign, they designed this new logo and showed it to us as a part of the layouts. And voila! That was it. We all loved it instantly, the solid pink square, with Revolution in white, dominating the upper half of the square (the new age will see women on top!). And the subtle touch was the inverted ‘i’ which expressed so much without really spelling it out. To us it means individuality, the willingness to accept each one of us as unique and different from the rest; also the fact that at Revolution we celebrate the uniqueness of every woman, helping her look and feel more beautiful and confident, in her own right. The tagline ‘Fashion for who you are’ captures the brand essence in simple words: “the freedom to be me” perhaps not a perfect ten, not the winner of the bikini round, not Miss World, but Me, just the way I am.”

Nisha says, “I am doing a headstand, seeing the world from a different perspective, the inverted ‘i’ in Revolution is all important, it is our attempt not to conform, no one can fit in a mould, this squeezing into a mould is the only cause of dis-ease in the world.”

Contd on pg 2