High on fashion

Asif Merchant, who has carved a niche for himself in the fashion world, is a civil engineer and his passion for fashion kept his zeal to design alive. “I like designing, sketching, drawing, which started off as a hobby and turned into a real-time profession. It has definitely brought a cheer to me,” Asif shared.

Asif Merchant started his label in 1995 and since then there is no looking back for this designer. Asif has not attended any design school or college and trained himself in the field. Asif stated that he solely learnt the art of designing with experience. “Being brother of five sisters, I used to design outfits for my sisters, especially during functions.

Later, I engaged in a small job during my vacations, which helped me to earn a few bucks and appreciation. After that, I started full time and here I am,” Asif said. About Hyderabad style and fashion, he says, “Here we have a passionate and conscious crowd. I felt that it is the place to experiment wherein spending power is more. The clear-cut analysis over the place is a pat on my back to grab the chance to explore the market in this historical heritage city as well.”

“It’s an exciting day in my life as I unbolt my debut fashion boutique in this fashion-forward city,” says Asif. Speaking about his store in Hyderabad Asif shared, “What I aim through my collections, are not just creating beautiful aspirations, but also ‘surprise’ element that draws your heart to it.

For me, it was not just architecting a beautiful boutique, but a promise of ‘freshness’ our customers can fall in love with every time they step into this global appeal store. It’s all about what you love to imagine and wear them with coolness season after season.”

“Hyderabad is a global city, and I wanted to show that vibrancy in abundance. You will feel this in every corner of this store and in our fashion presentations. Even objects around are in perfect harmony with each other,” he added.

The label ‘Asif Merchant’ has grown consistently and has an established customer base in India, Dubai and other parts of the world. Right now the store offers party wear, beach wear, suits, casuals, skirts and suits. What’s unique is that the store will reflect every season and the mood around it.

Talking about how to groom a bride, he said, “Brides are experimenting nowadays. At present much preference is given to fusion attire. We can give the western touch to everything that we wear. The western salwar, western cuts, with little Indian touch and embroidery, that emerges the bride with a unique look, unlike usual bride. The attire with pastel shades is most chosen rather than typical red, green and blue colours.”

Asif informed that a good designer always looks forward to tune colours and coordinate the outfits of both the bride and the groom. When asked about the season colour, he says, “Black and gold are one among the others like lavender, shades of blue, lilac. Lavender coloured suits are the best for reception and renders manly look when teamed up with a grey hue.”

“We properly groom both men and women to look their best. A lot of care and conscious of the colours, customised shoes, hairstyle, makeup, that go with the entire outfit. Especially for women, jewellery and accessories must be in combination with their attire,” he pointed.

He said that the great outlook of any groom and bride comes when they trust the designer. “They should leave stress and burden on the designer, who gives them the best look. I believe that only hard work can taste success and I will soon make these outfits available online.”

By: Askari Jaffer