FASHTALKS WITH ANJUM KHAN

How would you describe the style of your brand?

The constant search of breaking the boundaries set by ready-to-wear today. The design process evolves around the theme of sports and elegance expressed in our collections and strives to achieve clothing that is effortlessly timeless and luxurious, and in design, it’s minimal and feminine.

Where do you find inspiration?

As a designer, I believe inspiration is deeply subjective. Sometimes it seems to be very instant or spontaneous. I suppose what motivates me the most is my curiosity. When it comes to inspiration, the search for hidden feelings, scenes, and aesthetic elements such as crafts, tradition, and innovation, all go hand in hand. I love the challenge of making something that has a great balance of freshness and versatility. I like to keep an experimental approach throughout the collections.

What sets your brand apart from the rest?

Our brand brings out the best in every woman and reinforces the best aspects of who we are and wish to be. I find it amazing how clothes can alter your identity, feelings or appearance. The designs are crafted from proprietary textiles for exceptional comfort, making it easy to craft free and flexible ensembles with the perfect touch of poise.

“We want to create accessible, affordable, and sustainable garments for the woman with a conscious mind, who loves fashion.”

Do you have a favorite piece that you have designed? 

Absolutely, although every piece is designed with the utmost attention to construction and quality. However, if asked to choose just one, it would definitely be the best selling style from our Spring/Summer 2021 collection - the Ivory Crossover Bodysuit designed with softness and grace, infused with translucent sleeves and a deep ribbed cross back that answers a desire for sensuality and comfort, perfectly justifying the theme: Intimacy Elegance.

What were some hurdles you had to overcome in your business?

Compared to other industries, fashion is unique. To address these issues, we began production in small batches and quantities to prevent incurring losses, partnered with fashion retailers to strengthen our market position, and leveraged social media and influencers to connect and transact with consumers, building community as well as brand loyalty.

Do you find it difficult to have a brand based in Gurugram, India? What are the perks versus the challenges?

Gurgaon, now known as Gurugram, is one of the most up-and-coming cities in India, expanding both physically and economically. The great thing about Gurugram is that it has a huge market and has been expanding rapidly recently. However, traditional clothing is still very much the default choice for women in the city. Additionally, people do not like to experiment with their wardrobe and continue shopping at stores like Zara and H&M, rather than spending more on designer clothing.

How has the fashion industry changed since you first started out?

I think, with a completely new perspective, brands are increasingly focused on integrating sustainable practices and approaches into their production.

How important is sustainability to your brand?

At this point in time, sustainability has made a drastic impact in the world of fashion and lifestyle, and it is something that is hugely important to us. We want to create accessible, affordable, and sustainable garments for the woman with a conscious mind, who loves fashion. As a brand, we are trying to bring out the best version of ourselves with the constant search for sustainable materials and manufacturing techniques and explore every opportunity to do business ethically and sustainably.

“Our mission is to elevate the brand by providing today’s women with independent, self-reliant, cutting-edge fashion.”

What is the one piece of advice you would give to a new designer?

One should always have a defined plan, thoroughly stick to it, implement it, and execute it. Always test your brand first to see how it performs in the market, and only then, invest in it.

How important is social media to your brand?

Social media has significantly influenced how we cultivated our brand image, increased awareness, and user engagement. Our brand now relies heavily on social media platforms like Instagram to develop content that is centered on our customers, fosters brand loyalty, and establishes a profitable reputation. Additionally, social media is crucial to our brand because it enables our customers to message us directly and ask any questions they may have about a piece of clothing, including how it can be customized.

How would you define fashion?

To me, fashion is the ultimate sophistication and innovative expression of individual style, which is not just about “looking good”. It is about feeling good and being confident about it.

What is your favorite fashion trend? Least favorite?

I don’t really follow trends. I believe any style can be brought back in an exciting new way. Today, people dress based on many influencers. My understanding of trends revolves more around the concept and inspiration that an individual takes from.

What do you envision for the future of your brand?

Our mission is to elevate the brand by providing today’s women with independent, self-reliant, cutting-edge fashion. We are further committed to evolving into an accessible fashion brand rooted in India, with global width and a commitment towards sustainability, creativity, and highly personalized customer experience.

What can consumers expect to see next from your brand?

An experimental approach in craftsmanship and innovation.

If you could go back and tell yourself one thing before beginning your career, what would it be? 

One thing that I can think of is to not solely relying on the brand and always have a backup plan.

What is the most important thing you would like your brand to be recognized for?

We would like to be recognized for our design, construction, and quality.