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Astha Narang is a New Delhi-based designer label. Their strength lies in combining cleverly pleated and draped silhouettes with Indian handwork to create modern couture pieces. Astha Narang graduated from The Pearl Academy Of Fashion in New Delhi. The brand’s forte is to keep the Indian traditional handwork alive with contemporary silhouettes. Her first collection, which was showcased at Lakme Fashion Week, was inspired by folds and origami which was integrated with Indian textiles and embroidery.
Astha Narang is a label that epitomises luxury Evening that targets chic clients who are experimental and can carry of drapes and pleated garments in India. Their USP of the brand are the folds and the pleats that are hand draped, the texturing of fabric integrated with pattern making and Indian textiles creates classic and high end silhouettes that target a trend conscious market who wants to explore new ensemble. Their look is bold and voluptuous. They have won awards like Vogue Honors 2009 and Lets Design Top 6. They have been associated with WedMeGood for over 3 years. I had the pleasure of interviewing Astha, here’s what she had to say:
What is your idea of a perfect bride?
Astha Narang: Firstly all brides are Perfect. They go through so much stress and chaos and I can imagine how they get themselves together to be ready for their big day. However, A bride can let go of the stress by being herself. She really needs to be comfortable and love what she is wearing and how she is looking. No matter what she is wearing but her smile and the glow makes her look perfect.
When did you first get into fashion designing?
Astha Narang: Since school I used to really take care of what I wear and I would love to always guide my friends and help them decide what they should wear. As soon as I left school, I joined fashion college from 2008 to 2012. The label Astha Narang was created in 2013 making it 6 years old.
Do you think there is a monopoly of few designers over Bollywood?
Astha Narang: There used to be a monopoly of a few designers but at with the help of social media people are more aware of other brands now. No one rules the fashion world at this time era. With the help of so much awareness, designers (be it old or new) that appeal to the mass aesthetically are at the top and among the most popular.
What is your summer spring collection going to be like?
Astha Narang: Our new summer spring collection is fun with lots of prints and drapes combined with detail works of Indian textiles and handwork.
What are all the shows you are targeting this year?
Astha Narang: In January 2019, We did one of the biggest Indian fashion shows outside India which is aashni and co wedding show. It helps us take our designs physically to our clients in the UK. In August we would be doing Lakme fashion week followed by bridal Asia in New Delhi and Mumbai. In September we will be doing a private show in USA with the grand trunk which is a store that carries only premium designers from India’s.
How do you think Instagram has increased the sales of Indian Designer?
Astha Narang: Indian garments are beautiful and colourful. It can be experimented in many ways which more Indians and non Indians got aware of only because of Instagram. Due to instagram, we could explore designers that make people aware that Indian wear is just not lehengas and suits but much more.
Indian Designers who flew to middle east markets are turning back to India again, what is your take on that?
Astha Narang; Middle east has a huge market . However fashion there is classic and not very experimental. With changing times , Indian designers these days want to experiment more silhouettes and conquer a larger market due to which they are turning back to india where people are ready to try and explore more looks.
Is opening a store in Mumbai on your list, anytime soon?
Astha Narang; We have our flagship Store in New Delhi. We supply to heading multi designer stores in Mumbai such as Aza. By next year we would be planning to open our flagship store in Mumbai too.
How can the readers contact you if they want to reach out?