The DNA of INDIAN Fashion

Characterised by distinct legacies and cumulative cultural consciousness, the changemakers of Indian fashion are shaping the zeitgeist

- SHIVPRIYA BAJPAI

On the face of it, the Indian fashion landscape is a melting pot of time-honoured crafts, creative innovation, relevant trends and global recognition— collectively serving the grand scheme of things; commercial viability. At its heart, joining forces with art, a socio-cultural standpoint, and kindred spirits of modernism and revivalism—shines the irreversible impact of fashion. Our designers have protected the sanctity of their artistic expressions while responding to the changing dynamics of the industry. We speak with the industry’s frontrunners to celebrate their unbridled passion and hopes for the future.

Anamika Khanna

Couturier Anamika Khanna has been lauded time and again for reinventing contemporary silhouettes through her signature capes, kaftans, dhoti pants and timeless separates. Known for her innovative design approach Khanna reflects on the essence of her craft and why she looks inwards for artistic expression.

ELLE: Tell us about the evolution of your brand AKOK.

Anamika Khanna (AK): I always wanted to make clothes that I like to wear daily. I made a sample line and everyone started to stop me and ask where I got it from. That’s how AK-OK took shape. Having a ready-to-wear line lets me express myself more without the limitations of couture and bridal fashion. I can move from one creative space to another to navigate couture and pret, but my design essence will always be visible in both brands.

ELLE: How do you strike a balance between being distinctive and being marketable?