After Generation, it now seems Elan has also misread what it means to be an accessible and "affordable" brand.
On Sunday night, Elan's creative director Khadijah Shah shared the upcoming launch of a new collection named Tresor (that's French for 'treasure') priced at an "affordable" Rs18,000-20,000. According to the brand's Instagram posts, the price tag goes up another Rs10,000 if you get it stitched.
People on Twitter put Shah on blast for her pitch, considering the price point.
Going deeper, some pointed out that this product exists at this particular price point because there is a demand and willingness to pay
Not to mention production costs and simply the fact that Elan generally caters to a niche, luxury market.
But is an unstitched outfit really worth it for this much?
Others thanked the brand for coming up with the new line.