Brief

Chumbak’s home products are loved for their poppy, larger-than-life prints. They are never afraid of color and play with humor, even when minimalism seems like a non-negotiable, global aesthetic.

But what happens when Chumbak’s iconic language translates to apparel, and womens apparel in particular? What are the limits of this expression for wardrobes as opposed to homes? Is there such a thing as being too cute?

Insight

Between 2015 and 2017, Meher Varma and her team conducted ethnography in order to create future women’s apparel for the brand, and improve details on existing collections. The methodologies included online research, home-visits, and semi structured interviews with walk-in consumers to reveal surprising findings about what lines women cross and obey when it comes to clothing choices.