Paris fashion chain draws on British style

John Herbert Partnership has developed a retail concept for Nitya, a new fashion chain based in Paris which is being operated by an Indian parent company.

The consultancy has developed corporate identity, facia, graphics, interiors and a mail-order catalogue for the retailer, which opened its first outlet, situated on Rue Bonaparte, this week.

Nitya will offer women’s fashions in “classic” styles using Indian fabrics. “The concept is based on a fusion of ethnic print and pattern in a European context,” says JHP director Brian Rutherford.