“About U Fashions Pvt. Ltd”, a Pioneer Group Company launched a new line of international lingerie for the young generation at the Intercontinental Grand, today. A scintillating product introduction was followed by a fabulous fashion show which had Brazilian models strut down the ramp as they showcased the 3 “About U” product lines “10 hours”, “Shiny Disco” & “Love Is Back.” The stage was set in the midst of golden background with pulsating music.

‘about u’ is synonymous with Gen-X girl, The collection has been designed in three separate collections for the different times and different moods of today’s girls to take them through the day and evening, workday and weekends, in trend-setting styles and uber-cool fit. It is the first lingerie brand in India to offer a 75 per cent imported moulded collection.

Speaking on the occasion, Mr. Harsh Bassi, Executive Director, Pioneer Group, said “We have always celebrated “WOMAN” & complimented her style. Today, with this international collection WE commit to the fashion lifestyle of the Gen X Girl. We are proud to launch the collection, which celebrates the beauty and freedom to live the life of today’s girl.”

Mr. Naveen Hooda ,Business Head, About U Fashions Pvt. Ltd. said “The About U range include 10 HOURS, all day long innerwear crafted in cotton with a hint of stretch for ease of movement and snug fit. Cool colors, trendy cuts, clean finish, moulded cups form the key features of this collection; SHINY DISCOwith funky features like transparent straps and gel pad is made to wear beneath off shoulders, strapless dresses; LOVE IS BACK will have semi-sheer fabric, and the daring-yet-dainty designs for the romantic moments.”

The collection will be available at the entire premium MBO’s in North India and Large Format Stores across India by 1st Week of July, with a price point starting from Rs.299 to Rs1499.

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About Pioneer Group

About U Fashions Pvt Limited is a part of the pioneer group, which includes Pioneer Embroideries Limited (PEL), one of India’s largest manufacturers and exporter of all types of embroideries and braided laces. It is one of the largest players in Asia in the embroidery manufacturing segment and the second largest manufacturer in the world for crochet/torchon laces. The company has excellent design capabilities, which differentiates it from other players in the highly unorganized industry. PEL has a library of around 50,000 embroidery designs. Hakoba Lifestyle, the retail subsidiary PEL, is one of the largest chains in the women apparels having a network of 68 retail stores and the brand Hakoba enjoying a very high recognition amongst its target client group.