Fashion designer Aayushi Pathania has always loved fashion. “My partner spotted this ability (designing) in me after seeing me creating many of my wedding outfits. And he encouraged me to start my own label.” Here, she shares her favourite sunscreen, one book everyone must read, and the best thing to do after a bad day…
Creative expression can take many forms. What made you decide to start your fashion brand?
Right from high school, I was often appreciated for my styling and clothing choices. My friends looked up to me to give them style advice. I was happily a personal shopper for many. So it’s an inbuilt skill polished finely over the years. My partner spotted this ability in me after seeing me designing many of my wedding outfits. And he encouraged me to start my own label. Then the encouragement was also followed by my old friends who have known me for years. I worked with Burberry in London, which made me realize I have an eye for detailing. I learnt a great deal about fashion, clothing, and non-apparel from there.
As a designer, can you create anything you can imagine?
That’s the beauty of it. With the right set of people, yes, you can create anything you can imagine. We help our clients put life to the designs in their imagination; although it’s a long process but totally worth it.
Your designs have a strong sense of femininity, from the designs to the fabrics, that feels empowering and strong. Can you talk about what goes into creating your garments?
The process is hard, time-consuming and takes lots of effort, but the outcome is super satisfying, knowing that this garment has contributed to many households and livelihoods.
The process includes designing, sampling, creating, recreating right from imagining, picking inspiration and fabric, and choosing the right material for handwork. We have many skilful artisans involved in making one garment. Our fabrics and materials are sourced; a minimum of 2-3 artisans do hand embroidery on it, the master who cuts the garment and a karigar who will then stitch the same. After, a lady usually checks for the quality and puts other small detailing like fringes and tassels if the garment requires that. The garment is then packed and shipped.
From where do you find the inspiration for the prints?
Inspiration for prints comes from my surroundings, From nature, modern art, sunsets, and travel. I am a big sucker for nature and travel. I travel a lot, giving me a bigger platform to observe, learn and recreate.
What story are you telling about the women who wear your designs?
The women who wear our designs are happy, confident and content as they stand out in the garments, which are handmade, beautiful, unique and timeless. They are modern independent women whose personality is reflected through the attire they have adorned. They are filled with the sense of happiness that they have given something back to society, knowing that their purchase encourages handmade and hand embroidered, helping keep this beautiful art of hand embroidery alive.
Could you select one or two looks that have special meaning for you?
A look for a new bride wearing a hand embroidered full flare perfect red anarkali suit feeling beautiful, happy and festive. She is loved and complimented all the time. This look has a special meaning for me as it makes anyone who wears it happy and confident and gives us immense happiness to be a part of their big moment. The bridal pieces are timeless and gorgeous.
What is the biggest lesson that you have learned since you started your label?
The biggest lesson that I have learnt is that it’s important to be passionate about what you do. Because then it never feels like work, and you always enjoy it.
How would you define slow fashion?
Timeless designs that are made to be worn for many years. Sometimes pieces are passed on to the next generation. Throughout creating the garment, we respect the artisans’ environment and animals. For my label, we use high-quality fabrics and materials so that the garment has more life and is easily repairable. Sustainable processes and fabrics emphasize the art of garment making and celebrate the skills of craftspeople and artisans. Made-to-order to reduce excessive production, we create classic, timeless pieces.
What’s inspiring you in life right now?
It’s a funny confession, but Instagram is inspiring me right now! I see so many girls/ women doing wonders with their lives, and in any field you see, you will. Find someone or the other building a good life following their passions and dreams—more power to everyone out there.
How do you define beauty?
Beauty is when there is humbleness and kindness in one. When you are truly confident in yourself, that is beauty. Because if someone is pleasing-looking to the eye but rude to others, that is not beautiful to me.
Best beauty/style advice you’ve received?
Less is more. Be comfortable in your own skin.
How would you define your style in three words?
Chic, sophisticated and classic.
How do you relax after a long day stressful day?
Comfort food and a happy/light conversation or some Netflix. I like to stay at home.
Your go-to for having a good laugh?
My elder sister. She cracks me up big time, any day—my personal entertainer since day 1.
How do you practise self-care?
Eat healthy, be grateful, drink water, sleep, exercise, stay close to nature, and keep your loved ones closer and tell them what they mean to you.
What’s your wake-up ritual?
I like to start my day with warm water, honey, and lemon.
What’s your go-to bed ritual?
I spend some time in front of my mirror brushing my teeth, washing my face, and applying my vit c and night cream. All while listening to some soft music. I usually add a little prayer before I sleep.
Walk us through your daily skincare ritual.
I cleanse my face. Then, I use the Cellular Refining Lotion by La Prairie as a toner. I follow it up with a Minimalist Vitamin C serum for glowing-looking skin. For moisturizing, I use the Ceramide & Hyaluronic Acid Moisturiser from Re’equil. And I swear by sunscreen. It’s the most important one for your skin. I love eye masks which I occasionally use during late evenings.
A book that everyone should read?
There are many, but everyone should read The Secret by Rhonda Byrne because it helps you answer your ifs and whys. It helps you think positively and shows you the power of manifestation.
Vintage or new?
Classic with a pinch of modern in it.
Style-icon
I have many, to name a few – my first one ever was Blaire Waldorf from Gossip Girls. I also have always admired Audrey Hepburn and Bella Hadid.
Favourite piece of clothing you own?
It’s very difficult to choose one! I love them all, especially the ones that I made.
Must-have clothing item everyone should have?
A comfortable piece of denim
Drugstore makeup or designer?
Designer!! The quality is great for your skin and eyes. Own less but own quality when it comes to makeup.
Lipstick or lip gloss?
A matte lipstick.
Favourite perfume?
Dior – hypnotic poison.
Your daily affirmation?
I have a healthy body, a tranquil mind and a peaceful soul. I am happy, and I am grateful. I attract positive things, and I am God’s child.
Thank you so much, Aayushi! ( Psst- Keep an eye out on Aayushi’s cool fashion and travel content here. )
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P.S. More women share their beauty secrets, including a Germany-based pastry chef and a fashion designer.
