First Row: Add-Dress This!
Wednesday, 04 May 2011 00:00

This just inn: Radhika Dhawan, Mumbai’s Sultana of sample sales takes First Row online with the launch of her new website, where you can buy designer wear at discounted rates and go wild during monthly flash sales. A blouse through the e-boutique reveals that the current stock is being fuelled not by the flock of super designers (Gaurav Gupta, Rajesh Pratap Singh) we’re so used to seeing on her roster, but young talent, some worth keeping an eye out for. It’s comforting to know however, that as we speak (and shop), Ms Dhawan is on her way to roping in some big wigs, starting with Gayatri Khanna “who’s already on board.”

Meanwhile, we're working on shedding some weight before buying designer Rajat K Tangri’s hot orange and grey off-the-shoulder dress, hoping to pass on the pounds to First Row’s painfully thin accessory section dominated by Princesse K and Shimmer Shack. Also note: Sample sales at secret locations all over India will continue despite the Sultana’s new online rule.

What Makes You Click

bpb gets Radhika Dhawan, Director of First Row to recommend five clicks you should join at this e-boutique.

Favourite Designer: My current favourite label on First Row is Pretty Things, a fun line that focuses on wearable and affordable fashion.

Favourite Clutch: The versatile Silver Sequin Envelope Clutch by Princesse K.

Favourite Bauble: L'etoile, an elegant multi-strand pearl bracelet with chunky flower hanging.

Favourite Dress: It’s hard to choose one, but if I had to pick I'd recommend the Black Swan (an LBD with a twist) by Rajat K Tangri and Gladiator (the perfect dress for a chilled out lunch with the girls) by Pooja Kapoor.

Recommendations for the Flash Sale: The upcoming Spring Fling flash sale will showcase specially curated designs that follow a 'colour pop' theme. Look out for Farah A Bhogilal’s spring-ready colour block dresses.

Favourite Forthcoming Designers: I’m hoping to get Siddartha Tytler, Gauri & Nainika, Rajesh Pratap Singh and of course, Shantanu & Nikhil on board. Also, First Row will introduce menswear soon.

Getting there:
First Row, visit, tunics start at Rs 1,800 (plus Rs 150 shipping charges), delivery in 5 business days, current orders over email and phone while online payment starts in 20 days.