Press Releases

ani.M Soft Furnishings for In:Style Direct

A new generation of home textiles to transform any space into something extraordinary.

ani.M is the soft furnishings division of In:Style Direct, which specialises in supplying everything needed for the interior design of property developments and refurbishments, under one roof.

The ani.M range of made to order curtains and blinds plus cushions, throws, bed coverings and rugs, consists of four permanent collections: romantic, decadent, city chic and vibrant, plus the fashion collection, which is led by current trends.

The collection's designer, Mallika Chaudhuri, has previously designed for fashion retailers, including Zara, and takes inspiration from current catwalk trends:

'ani.M is about speed, quality control, and affordability,' admits Chaudhuri, 'but with that I wanted to introduce a very individual element, where clients take basics from the four core collections, then add something unique from the fashion collection.'

The four stories in the permanent collection have been inspired by key colours, produced in heavy weight (minimum 120 gms per metre) 100% silk. Within the colour palette for each story are elegant florals, embroidery on organzas and chiffons, square graphic designs, beading, and textures manipulating the fabric, including pleating, ruffles, and frayed edging, all of which allow an interior to be easily changed and updated at an affordable price. The fashion collection introduces coordinated individual designs, complimentary to these core collections. With designs using faux suedes and leathers, flock velvets, velvets and velvet devorés, the fashion collections are continually updated according to trends, and subsequently limited in terms of stock.

Window treatments are clean and contemporary, adapted and made to order according to clients' measurements, with eyelets, pencil or pinch, roman or venetian blinds, plus fabric panels and voiles, which coordinate with core collection cushions and throws. Two layered curtains, floor to ceiling puddle drapes and other bespoke designs are also available. A limited number of fashion collection fabrics, including mock suede, flock velvet and velvet devoré, are also available for curtains.

ani.M rugs, are 100% wool, made in India, with 12 designs to choose from in colourways which coordinate with the core collections.

The range of ani.M soft furnishings continues In:Style Direct's emphasis on bespoke designs, with reliable lead times and uncompromised quality. ani.M curtains and blinds, cushions, throws, and rugs, are all made to order at the company's own factory, with a turnaround of about two weeks.

For more information, wholesale or recommended retail prices, as well as images, please contact Carmen Iftimie on 020 8964 1966 or e-mail: info@instyledirect.co.uk