Narendra Mor can perhaps be credited with raising Hyderabad’s fashion profile at a time when this seemed highly unlikely. Way back in 1984 he opened a store, My Choice, at Abid’s; it’s sister outlet pepped up Jubilee Hills in 1994 – and then followed another in 2003, Second Skin, also in the same area. By the time Second Skin made an appearance, the My Choice stores had become well known for their exquisite collections. The up-market women’s wear brand, Second Skin, started with salwar suites but also got into outfits keeping in mind the interests and demands of the increasingly clothes conscious younger crowd. Besides contemporary wear, it also stocked sarees and unstitched fabrics.
Second Skin, with its special edition called ‘Limited Edition’, comprises fairly distinctive sarees sourced from all across the country, handmade by masters and hand-picked by the experts in the field. The kinds of sarees available are banarasi kanchivaram, khadi, and patan patola. The designers have strived for an effect that would make it look as if it were meant just for the person buying the outfit.
Nitin, son of Narendra elaborates, “Women don’t come here to shop for what they want; they come here to find what they dream of! We have achieved that pinnacle of success.” With the introduction of Limited Edition, Second Skin has struck yet another mighty blow for Hyderabad fashion.