Brand Of Satirical Take Over Obsession

Brandless is riding the fast-growing wave of Indian high-end fashion, a wave that AANCHAL MITTAL hopes to capitalise on. While some may look to skip rungs on their ascent to the apex of the retail world, Aanchal has always wanted to learn from each step and be fully prepared by the time she completes the climb. That meant absorbing everything those at the top could teach her, and at NIFT she had access to few finest minds. Aanchal is a woman who is not afraid of risk. I chose to create products that reflected minimalistic design and quality of product while seamlessly blending with aesthetics and is not gender or age specific, she informs S&A’s Dipika chopra

Tell us a bit about your background

I was born and brought up in Delhi. I studied leather design from NIFT Delhi and worked on couple of freelance projects while in college. I have interned at export and design houses before starting Brandless. Brandless was born as a satirical take over brand obsession amongst people where aesthetics were paid little or no attention. The core values of the brand were put down to be quality and aesthetics. I chose to create products that reflected minimalistic design and quality of product while seamlessly blending with aesthetics and is not gender or age specific. Brandless as a brand is old school in its belief and does not promote fast fashion as a way of keeping pace with the constantly changing fashion trends.

What’s your brand’s USP?

We believe in creating projects that are classic minimalistic design and high on quality. Our products are a blend of design and functionality. A college going youth as well as their parent can use them or age barrier does not rule our designs. Our designs reflect the user’s personality instead of the brand name overpowering it. We offer an experience than just a product.

Who is your target market?

Our target market is not restricted to a specific gender, age, or profession. Any person who believes in making a statement without going over the top is our target market.

What’s your set up like?

We have a team of karigars (artisans) who we consider to be the backbone of our Brandless family. They handcraft each product at our studio where attention is paid to minute details. Also, we have strong support team for marketing, merchandising, and management as well. Over the time my team has become my family as we spend better part of the day with each other.

What spurs your creative process?