We all know and hear of many accomplished and famous designers. They are known for adding their signature to your life with their thought and creativity. Our creative team caught up with Aashima Behl, not just a designer, she calls herself a Designist. We tried to understand the difference. Let us understand what she is doing further.
Aashima Behl is a designer with a difference. With comprehensive style detailing and focus on the celebration of body types, Aashima Behl brings in a healthy dose of well-fed pret for an array of body types. As a DESIGNIST, Aashima Behl has learnt that each body is unique in its own way and designed to be worshiped. It’s not just about a size but a lifestyle – where you are and what you want to be in easy to wear shapes created to celebrate you, in all your glory.
Using fluid shapes in easy to maintain fabrics – Aashima redefines pret .Her collections consists of easy to wear dresses, smart jackets for a discerning well-heeled woman who knows herself and is true to her herself.
She is a firm believer in style over fashion because fashion on the surface, without style, can never really be true fashion.
According to Aashima, couture is not only about what you see as well as what you do, the focus is in the details, that normally would be overlooked. She believes that “The inside of a dress is as important as the outside. From the embroidery to the construction techniques, to the handwork that goes into them. Every single detail is thought about completely that does not compromise proportion, but embraces femininity. Each garment is constructed with precise detail and is mindful of movement and space. Leaving no stone unturned, Aashima has always collaborated with the top karigars who have worked with various big brands in fashion industry and used their expertise to create the finest garments.
When asked about what inspired her to take up this field of designing, Aashima says “My affair with fashion and designing started ever since I was a little kid. I would naturally mix and match my old and new clothes from my wardrobe and come up with a completely new look. My relatives would come to me for advice on what to wear and how to wear for their special occasions and sometimes they also used to take me on shopping along with them to decide what will look good on them and what should they buy for themselves. In short, I was the official stylist for my friends and family. This advisory carried on through my college for my friends to my post wedding family. It was one fine day when my husband suggested me to launch my very own styling services. My second child had turned one. I always wanted to take this up as a profession, however, all I needed was a little push from someone. Even though I was grappling with two little kids in hand, I didn’t want to leave this opportunity of encouragement for another time. I plunged head on into making my styling services saleable. Even though the work was slow to come by, I kept getting enough projects to keep me motivated. Soon I realized, that other designers were not taking into consideration various parameters about client which are essential in bespoke designing. One must keep the client’s body type, skin shade, personality and her circumstances in mind before designing for her. Something that would look great on a super toned model but might not look good on a different body type. Hence, the Label Aashima Behl was born and the concept which we later trademarked, “THE DESIGNIST”. My only goal was to make my clients FEEL beautiful, and not just look beautiful. Keeping this mission in mind, I started designing clothes for my clients and also started providing them wardrobe recycling services. Our motto was not to sell more, but to sell the right things which they need. Going through their wardrobe I used to find out that they have so many beautiful pieces, which they hadn’t worn for ages. We started mixing and matching their old wardrobe along with designing, just a few minimalistic pieces to give them a completely new look with their old clothes. Our clients see immense value in these services and now love to come back to us for new ideas all the time’’.
Needless to say, Aashima is not only a designer but a designer and stylist. She not only creates a garment but a whole look for her clients. Recently with the launch of her Wedding Couture collection titled “Ameerah” she has now entered into the dressing and styling of brides for their wedding day to make sure they look exactly as they envisioned. Her team during the extensive consultation process understands the aspirations of a bride to be and then customises and designs her wedding trousseau.
The free-spirited Indian bride, who still loves to show up on her D day in a traditional yet breathtaking lehenga, will definitely fall in love with her trousseau design service. While the silhouette and fit are paramount, comfort is another key to keep up the bride’s graceful stature. According to Aashima, the wedding trousseau should not only be based upon what’s trending but what particular style suits the bride’s body and personality. Her trousseau design service helps the modern bride to organize and also to carefully choose her accessories and heirlooms. Whether it be heels, lingerie, makeup or jewelry, her trousseau design service is a perfect bridal organizer from the pre wedding functions, wedding and her honeymoon.
Label Aashima Behl, stretching its arms in new arena, plunged into the luxury wedding couture with the newly launched “Ameerah”. It is a collection about reflecting the enduring beauty of an urban bride who is confident, dainty, passionate & dreamy. There is a certain poetic charm about this collection steeped in tradition and replete with notes of luxury. The dainty gota details and rich textures weave a spell. The saga of the grandeur of Ameerah continues with the scene in the nature’s enchanted realms that takes the marital romance forward with a peek into the traditional and contemporary sartorial styles that curates an inspirational mood-board for the Spring Summer’17 bride.
The collection is a mix of immaculately detailed floor length ghera jacket anarkalis with extravagant gota and fine threadwork, peplum cholis delicately embroidered with gold zardozdi mesh, long panel suits with resham embroidery flowers & straight long kurtas with appliquéd gota motifs which gives the bridal collection an interesting twist. Aashima has reinvented the contemporary dupatta to a dramatic robe over a sophisticated floor length anarkali which adds a lot of vintage glamour to the entire collection.
Minimalism has taken a backseat to refined opulence since the last several seasons in the Bridal couture market. The resplendent and lush velvet lehenga skirt with an exquisite handcrafted bunches of floral hydrangeas abound to weave the lyrical rhythm at the wedding. Silhouettes constructed in antique pastels colors like distressed sage greens, golds, blush pinks, ivories, mustards and burgundies adds a unique regal aura to the collection. The vintage saris with edgy detailing & delicately woven with a sheer illusion weave at the back of the blouses spell glamour to chic sangeet soirees and cocktail hours at the wedding. The collection continues to mature with textures as varied as pure benarasi, organzas, lush chanderis, pure silks, velvets, nets & georgettes. Traditional Indian techniques combined with a western notion of cut, construct, fit and finish have been used in this collection that enhances the silhouettes of this bridal collection.
On the launch of her Indian collection, Aashima saya, “Our vision is to make Label Aashima Behl the numero uno global luxury brand which is going to be the first choice for its clients to buy not only a garment but an entire look”
We will be watching her keenly to see where this young creator goes next.
I am a Tech Blogger, Disability Activist, Keynote Speaker, Startup Mentor and Digital Branding Consultant. Also a McKinsey Executive Panel Member. Also known as @v_shakthi on twitter. Been around Tech for two decades now.