WELCOME TO ANEETH ARORA'S ENCHANTED WORLD

An enigmatic force, she avoids the camera, letting her work speak for itself. HELLO! interviews the reclusive designer about her dedication to culture and sustainability, her art of infusing playfulness into designs, and her journey in creating a global brand synonymous with love

- ANANYA SHANKAR

In the linguistic patchwork of Rajasthan, where dialects change every 10 kilometres, a familiar word resonates across the region — ‘Péro,’ meaning ‘to wear’ in Marwari. There, one can often hear presswalis say ‘kapra péro’ as they go about their chores. Inspired by this common thread of language and culture, Aneeth Arora, a local from Udaipur, christened her now-global fashion brand with the same evocative name.

Back in 2010, ‘real’ fashion was reserved for special occasions — and for certain shapes and sizes. However, Aneeth sought to challenge this narrative by making clothes that were wearable, comfortable and yet, inherently fashionable.

Sold in 35 countries and in hundreds of stores, today Péro stands a household name, with its whimsical silhouettes, vibrant colours and daring designs. Yet, behind this global phenomenon lies a designer who dwells in the shadows, deliberately shrouded in anonymity.

Inspired by the likes of the enigmatic Martin Margiela whose clothes were recognised by four crosses on the back, she lets her work speak for itself. In a world where designers often vie for the spotlight, Aneeth understands that “It’s a team effort, so there can never be one face behind the brand.”

She tells us, in her characteristic, nonchalant manner, “As students we were made to read about Chanel, Prada and a lot of other designers, but I never felt the need to know who’s behind it all… It’s not important because it is not being done single-handedly.” Unlike many of her contemporaries, Aneeth acknowledges the invaluable contributions of the craft clusters she employs, recognising their skill in bringing her vision to life — a collective effort that permeates every facet of Péro, from concept to creation.

And it is this sense of genuineness that makes her a delight to chat with, while her ingenuity makes her clothes an absolute joy to wear.

HOW IT ALL BEGAN