Ashish N Soni

The label focuses to create a convincing definition of modernism, something that is beautiful and complex, a fantasy of a new form of minimal design.

The main markets the label caters to are Europe, Japan and the Middle East. The key brand values are construction, design, technique and technology. The brand believes in a product that is adaptable to a contemporary state of mind and has the ability to imbibe a feel-good sentiment.

His SS 13 collection is titled ‘Cytology ‘and is influenced by microbiology. Various prints have been developed studying the structure and appearance of cells in the body and the patterns and marks that they create.

Fashion to him is, “Less is more.”