Foreigners’ fascination with our desi stuff is well known. No wonder, the introduction of a multi-designer Indian fashion store in the UK housing creations of designers like Manish Malhotra, Tarun Tahiliani, Sabyasachi and Manish Arora among others, has been well received. Credited with the birth of a luxury fashion powerhouse in the cosmopolitan Notting Hill, London, is 28-year-old Aashni Shah, who hails from Mumbai.
Aashni Shah, founder and creative director, Aashni + Co,
Since its opening in late 2012, Aashni + Co. has emerged as a sought-after destination for the fashion conscious in London.
It is the lone Indian store to have been invited to a fashion parde alongside seven other acclaimed designers from Pakistan at Kensington Palace on June 9. The showcase to be attended by industry biggies from the British Fashion Council and several fashion editors, will see designer Anamika Khanna presenting 12 hand crafted garments from her couture line.
Aashni sounded excited about the big event. “While London is a fashion hub, there is lack of personal touch. In today’s retail world where everything is mass produced, we have stepped in to present clothes which are a form of art. From Manish Malhotra’s glamour, Tarun Tahiliani’s classic Zardozi to Anamika Khanna’s bold yet intricate craftsmanship, there is a story to tell behind every piece. India is blessed with immense talent and I am proud to be able to showcase them in the UK,” she said.
Talking about the store’s popularity among foreigners, she stated, “The response in the last 18 months has been overwhelming. Apart from an Asian clientele, Europeans are drawn towards the designs. The French and Russians love the handcrafted jackets while the English love the printed capes. Of course, the doors are open to every bride who doesnt want a traditional white gown for her D-day.”