Tag Archives: Surendri by Yogesh Choudhary

2012: Indian Fashion, Trend and Style Review

1st Jan 2013

It’s review time! Here’s my Fashion, Trend and Style report for 2012

MY TOP THREE INDIAN FASHION SHOWS

It was an exciting year for Indian fashion in 2012 and here’s my fav three catwalk shows of the year.

1st PLACE: SABYASACHI

I adore Sabya’s work and the collection he showed at Delhi Couture Week simply took my breath away. To read more click here.

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2nd PLACE: NAMRATA JOSHIPURA

I love the understated luxe that Namrata brings to her collections, her show at WIFW includes some of the hottest trends for S/s 13. To read more click here.

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3rd PLACE: RETARDED VELVET

Both WIFW and Lakme Fashion Week have really championed new talent this year and Retarded Velvet are one of my fav new ‘ones to watch’ there print ROCK. To read more click here.

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MY TOP THREE TRENDS

There were many trends in 2012 and I’ve struggled narrowing the selection down to my fav three. What do you think of my choice? would you have opted for something else?

1st PLACE: PEPLUMS

Everyone went peplum mad in 2012 (including me!) the super flattering style was worn by many celebs and these three looks are gorg.

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L-R Neha Dupia in Victoria Beckham, Esha Gupta in H&M & Sonam Kapoor in a Jelin George skirt.

2nd PLACE: LONG GOWNS

Ohh there were soooo many red carpet events this year and these stunning gowns really made a mark!

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L-R Anushka Sharma in Roberto Cavalli, Deepika Padukone in Gaurav Gupta & Frieda Pinto in Alexander McQueen.

3rd PLACE: POP ART PRINT SARI

The sari got a big injection of fun this year with these fun pop art prints which celebs went mad for.

1st Jan 6

L-R Hazel Keech in Aarti Vijay Gupta, Soha Ali Khan in Masaba Gupta, Sonam Kapoor in Surendi by Yogesh Chaudhary.

MY TOP THREE STYLISH INDIANS

1st PLACE: SONAM KAPOOR
Sonam has been wowing us with her stylish looks for the last few years and her 2012 choices have been amaaziiingg! Not only has this gorg lady been flying the flag for fashion at home but outside of India too. How amazing did she look at the Elie Saab show in a Deepti Pruthi sari? I also love the Anamika Khanna draped sari pant look she’s been championing recently, this girl knows how to start a trend!

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L-R Anamika Khanna, Unknown, Deepti Pruthi, Cavalli

2nd PLACE: SAMEERA REDDY

Sonam had better watch out because Ms Reddy is hot on her heels! Her fashion choices before 2012 were suspect and I’m guessing there’s a rather talented stylist behind her fashion transformation but regardless of the reason- one things for sure she looked HOT in 2012. I LOVE the fact she’s supported Indian fashion labels this year from Shivan & Narresh, Kallol Datta, Nishka Lulla and newbies Huemn.

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L-R Shivan & Narresh, unknown, AM:PM, Shivan & Narresh

3rd PLACE: DEEPIKA PADUKONE

Deepika always looks good but this year it just seems like she’s stepped it up a gear. Her off duty style of oversize tees, skinnies and chunky jewellery always works and her red carpet choices have been YUM. The red Gaurav Gupta gown, the green Gauri & Nainika gown and the stunning Dolce & Gabbana gold skirt all get an A* from me.

1st Jan 9

L-R Sabyasachi, Gauri & Nainika, Abu & Sandeep & Dolce & Gabbana

Images – High Heel Confidential, Strut 120, iDiva, Miss Malini, Fashion Cirqle, Vogue India

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Vogue India!

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

vogue aashni 1

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.

vogue aashni 2Aashni 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.

vogue aashni 3Ethnic 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.

vogue aashni 4A bright Nida Mahmood jacket.

vogue aashni 5This gorgeous embroidered Pankaj & Nidhi jacket is center-piece worthy.

vogue aashni 6An 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.

vogue aashni 7Eina Ahluwalia jewellery ethnic jewellery.

vogue aashni 8Indian accessories in eye-catching reds, blues and golds.

vogue aashni 9Modern 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
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