20th Dec 2012
A couple of months ago I received an email from the uber talented Sita from Vogue India.Com (the AMAZING revamped website is down to her!!!) She’d read and liked my post ‘Retarded Velvet: Diary of a collection S/s 12’ and invited me to pitch any ideas/stories for the website. Ok, so my first reaction was OMG my blog was just read by VOGUE INDIA!!!!! And then it turned to OMG what am I going to pitch???!!!! Well here’s how I got on- my first two articles went live this week!- a write up of the Valentino exhibition and an interview with Aashni & Co.
This interview is a re-blog of the post on Vogue India. Com
PANKAJ & NIDHI, AMIT AGGARWAL NOW IN LONDON
Aashni Shah’s eponymous new store introduces the new faces of Indian design to this global fashion capital
London’s Notting Hill just got a big injection of desi love in the form of fashion boutique Aashni & Co. Owner Aashni Shah is doing her bit to revamp the concept of Indian fashion in the global fashion capital by filling her store with eclectic labels such as Bodice by Ruchika Sachdev, Surendri by Yogesh Chaudhary and Pankaj & Nidhi.
Along with these labels that are making their debut in the English capital, the boutique hasn’t missed out on the classics: lehengas, anarkalis and saris from Rohit Bal, Sabyasachi & Manish Malhotra. In conversation with The Asian Fashion Journal, Shah talks about her love for Indian fashion and why she’s convinced its time to go international has come.
Aashni Shah next to a mannequin dressed in Bodice by Ruchika Sachdev.
What’s the story behind Aashni & Co?
International designers have been travelling to India for inspiration for years, but Indian fashion has never been celebrated in the same way as collections from France, or Italy, or Japan. It’s time for Indian designers to take centre-stage, and have a platform in London to showcase their talent. Our boutique is a selection of the finest that India has to offer while making it more convenient for people here. We plan to start our online portal in two months.
Ethnic wear by Sabyasachi.
Who is the Aashni & Co customer and how are they responding to the labels stocked?
Our Indian customers are delighted that their favourite brands are now accessible in the UK. We’re visited by international tourists and British customers who’re astounded by the talent that’s remained hidden from their knowledge and wardrobes. And, since we’re enthusiastic about colour, something many British brands shy away from, vibrant pieces made from luxurious fabrics have struck a chord with all our customers.
A bright Nida Mahmood jacket.
This gorgeous embroidered Pankaj & Nidhi jacket is center-piece worthy.
An array of bright colours and patterns by Pankaj & Nidhi
There’re so many exciting Indian labels out there, how did you decide which designers to stock?
India is thriving with design talent and the variety of choice makes it almost impossible to choose from. But I was determined for the store to have a clear story that still managed to cater to a wide demographic. I wanted to create a balance between well- established Indian labels, experimental collections and new talent. My vision is to incorporate a selection that is accessible to both Asian and non-Asian clients. We currently stock Rohit Bal, Sabyasachi, Gaurav Gupta, Shivan & Narresh, Nida Mahmood, Pankaj and Nidhi, Gauri & Nainika, Bodice by Ruchika Sachdeva and Surendri by Yogesh Choudhary. This month, we’ve added Manish Malhotra, Varun Bahl and Amit Aggarwal.
Eina Ahluwalia jewellery ethnic jewellery.
Indian accessories in eye-catching reds, blues and golds.
Modern Indian fashion in all its graphic glory.
Images courtesy Aashni & Co & Nina Patel
Aashni & Co is located at 47 Ledbury Road, London W11 AA; www.aashniandco.com