Ashima - Leena (Fellow Member)


Ashima - Leena (Fellow Member)

The journey began over three decades ago, and the journey continues. On the front end, AL retails from its sole flagship store at DLF Emporio, the premium shopping destination in New Delhi.

The AL doorway leads to a vast body of work that is patronized by a niche country‐wide clientele and international loyalists. Traditional wear is juxtaposed with influences from across the world that characterise our twin strengths – embellishment and silhouette, our defining identity. Each piece is carefully crafted by skilled hands and personally overseen by the designers before it leaves the atelier.

Raw material for hand embroidery is sourced from across the world and fabrics are often developed from the yarn stage. Colors dipped in varied palettes discover new combinations, season-after-season. Shapes lend diversity in an exuberant display of cultural and contemporary styles. Inspiration is sometimes revisited from a single archive and represented through a series of often overlapping but radically different looks.

Borrowing inspiration from the rich heritage, art and design of the Indian culture, a diverse approach manifests itself in its creations, which spans across the royal Indian costumes of the 18th century, through the modern, cutting‐edge styles of today. They have been creating beautiful and delicate handcrafted masterpieces that are classic and enduring.

The brand combines Indian craftsmanship with innovative western silhouettes to create an enigmatic and distinctive looks. The design philosophy of the brand strives to bring out the best in every woman through ensembles that are traditional yet contemporary.

Prominence on textile, attention to detail, fabric development and complex grand embroideries are the trademarks of the ingenuity of the brand.

AL has crossed the Indian boundaries to showcase their designs worldwide. They also exhibit and conduct business shows in various places in the Gulf, London and USA that are eagerly awaited by their loyal clientele around the globe.