A merger of periodic trends and modern style

In conversation with Ashima about the ‘Ashima-Leena’ collection

‘Ashima- Leena’, known for their traditional designer clothing, reflects the primeval custom of Indian craftsmanship in contemporary style. Much can be said about the result of the merger of the sisters reflected in their work; it is a symbol of trends meeting style.

Their contribution to the Indian and international fashion world is for more than 25 years; bridal wear and hand embroidery are the best designs the duo has presented globally and nationally. As most of these partnerships run, Leena handles the management and merchandising and Ashima is the creative head of their business.

Together, they engage in recreation with colours and are extensively known for their special effects. The trademark of the ingenuity of their brand is reputation on class, attention to details, fabric development and complex, grandiose embroideries.

Explaining their style, Ashima says, “Borrowing inspiration from the rich heritage, art and design of the Indian culture, is a diverse approach manifests itself in our creations, which spans across the royal Indian costumes of the 18th century, through the modern, cutting-edge styles of today.

We create beautiful and delicate handcrafted masterpieces that are classic and enduring.” Indian craftsmanship with innovative western silhouettes gives an enigmatic, distinctive look in their designs. The brand strives to bring out the best in women through ensembles that are traditional yet contemporary.

It is a merger of craftsmanship, embellishment, periodic trends and modern style. The coming together of worldwide timelessness and fragile craftsmanship makes the brand a product of pure style and flair. Commenting on their global appeal, Ashima says, “We have our store at the DLF Emporium, which is the top mall of Asia.

As one of the most recognised brands of the country we have successfully retailed all over the world. The eponymous designs are synonymous with high fashion and impeccable design sensibility.”

Known for their beautiful bridal couture outfits created in fine-looking drapes in different silhouettes and glowing colors, Ashima-Leena has created a unique style of their own.

“We work on Indian traditional and culture themes to keep the tradition of Indian culture alive,” smiles Ashima, as she reveals the offing of a new collection based on ‘Classical Dance’ themes.