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‘Indian weavers deserve global recognition for their designs’

Fashion‘Indian weavers deserve global recognition for their designs’

Designer Ashima Leena has spent over two decades in the fashion industry. Her brand Ashima-Leena (AL) is globally recognised for its bridal couture and is one of the most senior labels of the country. The brand focuses upon reflecting the Indian craftsmanship blending with the contemporary designs. 

Having constantly worked for weavers across the country, the designers believe that there is a need to do a lot more for weavers’ exposure. “Yes! A lot needs to be done for weavers of the country as India is rich in its textiles and the weavers can be recognised globally if a collective effort is made. Our brand AL works very closely with weavers and the ethos of the brand is to support the economic conditions of the weaker sections of the society. The effort of AL has been always to uplift the economic conditions of the weavers,” she tells Guardian 20.

“A lot needs to be done for weavers of the country as India is rich in its textiles and the weavers can be recognised globally if the effort is made.”

Leena was a lawyer by profession but fashion had been always her passion. She says, “There was always a designer in me and as a little girl, I loved wearing matching beautiful dresses. It was 27 years back, I took designing as my profession and brand AL was born.”

Many Bollywood celebrities have embraced her collection. When asked whether Bollywood helped in making her outfit popular among the masses, she says, “AL has been a very serious business oriented brand and it is truly not a Bollywood influenced brand although many film stars have adorned our creations. AL is also a luxury premium brand and has a philosophy of creating the limited edition lines and therefore mass is not a focus of AL.” 

Having participated in numerous fashion events, Leena says that it actually helps her to reach out to target audiences. “The focus of my brand is to reach out to the premium segments of the clientele globally and high profile fashion events do help the brand to reach out globally to its target market. AL is very careful and selective in its participation in fashion events. There is a procedure and very strict criteria when it comes to participating in any fashion event.”

She draws her inspiration from natural elements which are reflected in her designs. The designer has recently showcased her “Romance of the florals” collection at the Amazon India Fashion Week, Spring Summer-2017 collection, which is a tribute to nature. She says, “Nature is our best teacher. Nature has been very close to my heart and what better way to make my soul dance than to give tribute to nature and its beauty.”

She also has a subtle femininity collection where she blends eastern and western silhouettes. “AL is a very classic elegant brand and is adorned by the woman who is modern but has a classic style. The brand has a universal global appeal which is reflected very strongly in its creations with beautiful mix of the East and the West,” she says. Also, having worked on Persian motifs, Leena says, “Our last luxury pret collection ‘Fragrance of Persia’ had the most beautifully crafted motifs in the form of prints. The collection had a touch of Indianness to the modern global outfits. It is this mix of two different lands put together that created the magical effect making the brand global.”

Having spent more than two decades in the fashion industry, when asked how she viewed the future of the Indian fashion industry, she summed it up saying, “Brand AL has existed for more than 27 years in the fashion industry and the future of the industry is only on the upward curve and truly bright. We are on the map of global fashion and the strength of the industry is the rich craft and heritage of our country.” 

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