Ashish Viral & Vikrant for Virtues

Ashish & Viral Parikh of Ahmedabad launched their label Virtues in 2003 and the label is retailed at selected designer stores across the country and abroad. The team Virtues is a joint effort of Ashish, Viral Parikh with Viraj Mehta & Vikrant Mehta.

The label symbolizes heritage, fusion and craft. Through the years the designers have underlined their presence among the country’s premium designer fraternity and have remained the only designer team to showcase at fashion platforms from Gujarat.

Through the years, the Virtues team has managed to revive the country’s rich heritage of Kalamkaris, Ashavallis, Kota, Mashru, Bagru prints, home grown indigo and many more. The design team specialises in vintage embroideries and has constantly worked to bring an evolution in the designer & fashion industry.

Viral graduated from NIFT, Gandhinagar in 1999 after an internship at the House of Dior, Avenue Montaigne, Paris for John Galliano’s Autumn-Winter Haute Couture Collection’ 98. Soon after the graduation she joined her hands with her husband to give birth to his brainchild, Studio Virtues.

Experimenting with yarn and weavers have always been their passion and keeping a fabric undisturbed without any cuts and pastes have remained their style to work on silhouettes. The label currently concentrates on more of prêt lines focusing on fusion lines for women under 30.