The Hindu : New Delhi News : Working to a class finish

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Saturday, Aug 09, 2008
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New Delhi

Working to a class finish

Madhur Tankha

Delhi-based designer unveils his new collection

Fashion Designer Ashish Soni.

NEW DELHI: For Delhi-based fashion designer Ashish Soni, the quality of fabric is a crucial factor that ultimately gives his collection that special chic look.

“As a cook you have to ensure that all the ingredients are of excellent quality. The ingredients enhance the taste of the dish. Similarly I choose the best fabric in town and then meticulously work on it. For this special collection, I started working two months ago,” says Ashish, who along with other Raghavendra Rathore, Varun Bahl and Vijay Arora unveiled the Burlington Worldwide collection here in the Capital recently.

Sharing details of his rise from a budding fashion student to one of the leading designers of the country, Ashish says: “After passing out of the National Institute of Fashion Technology in 1993 I worked under fashion designer Rohit Bal for two years. He taught me everything relating to fashion. I learnt men’s wear from him. Now I make clothes for people with deep pockets, especially corporate bigwigs.”

Even though some of his contemporaries have carved out a niche for themselves in tinsel town, Ashish says he wants to steer clear of the Bollywood bandwagon.

“A lot of time is wasted on socialisation and I don’t have time for such leisure activity right now in my career. I make clothes for normal people. I am selling a lot of women’s wear in the United States, the United Kingdom and Japan. I use very little of khadi in my collection because it doesn’t fall into my scheme of things. I feel that khadi’s quality is not up to the mark right now. My forte lies in creating an expensive or cheap fabric from a raw stage,” he adds.

Ashish says his creative flair was rooted in a fiercely Indian family background enhanced by Western influences. “I studied mostly abroad and was able to assimilate culture and aesthetics of different lands into my collection.”

The designer’s multiple exposures developed a clear and sharp aesthetic that earned him a prominent place in the world of Indian haute couture. “My signature lines are characterised by extreme simplicity, flawless lines, immaculate cuts and a perfect finish. Design are my primary focus and then comes embellishments. The immaculate balance between mind and eye, skill and innovation leads to creation of distinct garments for men and women of the new millennium.”

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