Our design philosophy is to create classic yet modern ensembles
Ashima-Leena is a distinguished Indian fashion brand known for blending traditional craftsmanship with contemporary design. The label’s creations, celebrated for intricate embroidery and innovative silhouettes, reflect a deep-rooted appreciation of India’s rich textile heritage. Founder Leena Singh speaks to Fibre2Fashion about her experience of running a limited-edition brand.
How do you perceive the evolving role of fashion in our society, and what impact do you believe it has on individuals and culture?
Fashion expresses our true character. It enables an individual to transmit his or her unique identity, values, and energy. The designers, on the other hand, tend to be more interested with cultural fusion. Fashion is inspired by cultural heritage and history, creating a rich tapestry of styles. An immersive approach to the world is enabled by the introduction of gender-fluid fashion and must await fashion weeks and walks.
In your opinion, how has the fashion industry responded to changing societal norms and values in recent years?
Fashion is more than dressing up, it is an ode to the expression of oneself, communication and cultural identity. Fashion takes inspiration from the olden days, where patterns and motifs were mixed in with contemporary trends. Self and cultural influences play an integral role in choosing an ensemble that exudes confidence and elegance. Today, celebrities and influencers have a major impact on consumers. The trends that are rapidly changing will be inherited by the buyers.
How do you envision the future of fashion in terms of consumer behaviour, technology, and sustainability?
With the extensive use of technology and artificial intelligence, the future of fashion will change drastically. The relationship between consumer behaviour, technology, and sustainability are intertwined. Virtual trial rooms will be used to allow buyers to make their decisions, as a result of technological progress. Today consumers are interested in investing in multifunctional and durable pieces. The sustainability of the world will be achieved by reducing waste, ensuring a healthy working environment, and using environmentally friendly materials.
Fashion is known for its ever-changing trends. How can fashion brands maintain timeless appeal while staying relevant in an ever-evolving fashion landscape?
It may occasionally be difficult to strike a balance between timeless appeal and the ongoing shift in fashion trends. Fashion labels have to design pieces that are well-made and of high quality. Versatile, durable pieces are always appealing in the long run. Each piece is elevated by simple silhouettes, clear lines, and a wide range of hues. Brands may generate elation and increase consumer enthusiasm for their product by releasing a limited edition. Items that combine traditional components with modern designs might help a company advance in the world of shifting fashion trends.
Can you share the story of how Ashima-Leena came into existence and its journey over the past three decades?
For the past thirty years, Ashima-Leena, one of the oldest, first-wave Indian luxury brands, has always been a limited-edition brand and has carved out a niche in the Indian and international markets.
What inspired you to combine traditional Indian wear with international influences in your designs?
The brand’s design philosophy is to bring the best out of all women through ensembles that are traditional and contemporary. To create a unique and distinctive look, Ashima-Leena combines Indian craftsmanship with innovative Western silhouettes. Through modern and contemporary cutting-edge styles, it draws inspiration from India’s rich heritage, art, and design and applies a diverse approach.
Could you elaborate on the craftsmanship and attention to detail that goes into creating your unique collections?
Ashima-Leena (AL) recreates and preserves the most exquisite couture embroidery traditions while focusing on fusion, which has significant economic potential in both India and overseas. Each piece is carefully crafted by skilled hands and personally overseen by the designers before it leaves the atelier. Fabrics are frequently produced from the yarn stage, and raw materials for hand embroidery are gathered from all over the world. Season after season, the hues that have been dipped in a variety of palettes discover new combinations.
How do you source raw materials for hand-embroidery, and what sets your fabrics apart in terms of development and quality?
AL lays prominence on textile, attention to detail, fabric and print development and antiquated embroideries. These are the trademarks of the ingenuity of the brand.
Shapes and styles seem to play a significant role in your designs. How do you strike a balance between cultural and contemporary styles?
AL has come up with a unique style of its own that matches the ancient traditions of Indian craft in its new, modern vocabulary. In an exuberant display of cultural and contemporary styles, the designer pointed out how shapes help to foster diversity. The prints on the fabric have a unique signature style with an international standard and undying demand. The colour palettes and signature styles are key trendsetters and have been a rage in the fashion industry for decades.
How would you describe the unique selling points or distinguishing features of your design services or products?
AL has always envisioned itself as a limited-edition brand that caters to a specialised national and international clientele. The distinguishing features of the brand’s innovation are prominence on the cloth, attention to detail, fabric and print development, and classic applique. We have never used altered pricing or end-of-season offers since we have always been an elite, exclusive brand. More than 300 shows, including both Indian couture and luxury fashion with Indian influences, have been showcased by AL so far.
Your brand is known for revisiting inspiration from archives. Can you give an example of this and how it translates into your designs?
Our brand creates an intriguing and unique style by fusing Indian craftsmanship with cutting-edge Western designs. Our design philosophy is to create classic yet modern ensembles that will bring out the best in every woman. We frequently look back at the past for inspiration. Once, we went back to the same archive and gave it several strikingly distinct—yet sometimes overlapping—looks.
What design trends or innovations do you see shaping the industry in the coming years, and how is your company adapting to them?
Sustainability is the key to success. With a growing emphasis on eco-friendly materials, zero-waste design, and circular design principles, designers are focusing on creating collections that have a minimal environmental impact. In addition, inspiration for the works is drawn from a variety of cultures and heritage elements. India’s traditional crafts are incorporated with contemporary styles in AL.
Can you share some success stories or notable projects that AL has been involved in?
Ashima-Leena has almost 300 shows to its credit, both on national and international levels. The brand successfully entered into huge markets globally, both in the luxury prêt and couture businesses. The company has also received numerous awards, including the highest award conferred by the Government of India in 2010, which was for its work as an official designer of Commonwealth games to be organised in India. The children of the movie Slumdog Millionaire walked down the ramp in interesting attire for Ashima-Leena. In 2004, AL created a global buzz by being commissioned by ISKCON temple for a makeover for the deity Lord, after which we were not only covered by the Indian and international media (with a special feature on the BBC) but also won acclaim for the process, which was emblematic of our commitment to the design process and our clients’ sentiments.
What are your long-term goals and aspirations for AL? Any exciting collections or projects on the horizon that we can anticipate?
AL crafts traditional but modern attire by fusing Indian craftsmanship with cutting-edge Western styles to bring out the best in every lady. We are always creating new patterns and designs. We are always coming up with fresh concepts that might revolutionise the fashion industry. Our group of designers, artisans, and weavers is constantly at work making our ideas come true. The NATURE’S GROVE collection, which honours Mother Nature, has just been released. For modern women, the collection features a wide variety of attractive designs in a lovely combination of satins, silks, and flowing sheer organza.
What advice do you have for aspiring fashion designers and entrepreneurs looking to establish their own brands in today’s highly competitive market?
To establish their brands in a competitive marketplace, potential fashion designers and entrepreneurs need to be determined and resilient. The vision, mission and target audience need to be fully defined by the designer. The brands should build up the understanding and rapport that will make customers choose them over others. To develop the foundation of their brands, entrepreneurs must take an honest and sustainable approach. They should adopt a strategy based on customer needs and enhance their network with innovative marketing strategies that are designed to appeal to customers. Finally, to make it a success, they would have to trust themselves and their brand.
