Ladies Runway targets fashion conscious women

By Jayampathy JAYASINGHE

Women now have the choice of ordering their outfits on-line and avoid delays. An innovative method perfected by an on-line store in Colombo. Custom-made dresses that blend well with matching clutch bags, saree jackets and shalwars can be ordered.

"However, it is not like buying something outright on the website. Instead measurements have to be forwarded to an on-line page titled the "Ladies Runway", said Shimalka Boderagama, who spoke to the Sunday Observer.

"The newly designed web page had a good response. Women, tend to spend a lot on clothes these days.

Apart from ladies 'wear I also manufacture men's shirts under the brand name VSWEAR."

She said she intends importing ladies shoes that go along with her dresses, shortly.

"What I intend is to sell a whole pack that contains clutch bags, clothing and shoes. 'Ladies Runway' is a clothing boutique targeting fashion conscious young women. It follows the latest fashion trends in the global market to offer a wide range of ladies" wear to the Sri Lanka market.

'Ladies Runway' is an advisor to its customers and provides valuable fashion tips.

Shimalka Boderagama is an upcoming fashion designer in the country. She was the first runner-up in the Miss Sri Lanka contest and Miss Sunday Observer 2011 title. 'Ladies Runway' has more than 100 repeat customers who enjoy its products. Casual and evening wear are a few of the fast moving products with matching clutch bags in demand. 'Ladies Runway' is also a supplier to a few high-end shopping malls in the country.

Fashion designer Shimalka is a past pupil of Sirimavo Bandaranaike Vidyalaya in Colombo. She completed her first year in fashion designing at the Lanka Institute of Fashion Technology. "My mother is a fashion designer as well and I was inspired to follow in her footsteps", she said.