Alliances and associations new-age definition of moving forward: Designer Ashish Soni

New Delhi, May 6 (IANS) Corporate backing has often been termed the most sought after step to take the fashion world to next level. Designer Ashish Soni believes that alliances, associations and collaborative initiatives are the new-age definition of moving forward.

“I believe that as people in the creative field we should be open-minded and look for inspiration in every field. Alliances, associations and collaborative initiatives are the new age-definition of moving forward,” the designer told IANS.

“With the boom in new-age technology and the rise of numerous new talent in this industry, it is extremely important that as a brand we must keep innovating and try to bring out the best every season,” he added.

The designer launched his label in 1991, followed by his own independent design studio, Ikos Designs, in 1993. He was also the first Indian designer to be invited for a runway show at New York’s Olympus fashion week and was one of the first Indian designers to retail through Selfridges.

Soni held his first exclusive menswear show in 1999. His experimentation with fabrics, infusing them with unusual textures and treatment, took him to conceive embroideries for The House of Francois Lasage, Paris. He was then also chosen by the Indian government of to present an exclusive collection to commemorate the millennium celebrations of Khajuraho.

Sono designer believes that it’s essential for a designer to not just restrict one’s talent to clothes but try to explore related avenues as well.

“Well, it may seem different, but it is never difficult. As a designer not only sells clothes, rather sells a personal brand and philosophy unique to itself, it is always a brilliant idea to associate with various design-related fields. When more and more consumers can access your brand beyond fashion, the brand can spread its wings wider,” he said.

Soni has recently launched his concept store in the capital and also debuted with Czech luxury lighting and glassware brand Sans Souci.

“We have given a lot of thought and planning into this new concept store. We wanted to create a store where one feels at ease and can shop comfortably without any distraction and feel completely at home,” he explained.

Known for his sharply-refined and deceptively simple sense of aesthetics, his signature works are characterised by extreme simplicity, flawless lines, immaculate cuts and a perfect finish. Immaculate tailoring and attention to detail derived from a menswear background remains the brand’s forte.

With design as his primary focus, embellishments are subsidiary and used with great restraint to highlight form.

Soni believes that fashion is continuously moving and hence it is important to keep innovating with new skills.

“Fashion is a fast-paced world, where it is essential to constantly reinvent and bring something new to the consumers. Whoever choses to compromise on style and craft, would be cheating themselves and the consumer. Both style and craft cannot be bought; it’s an ethos, a philosophy, which you have to embed in your product,” he contended.

“Every designer brings his own vision to the market. I am inclined towards minimal fashion and it is one of the trends that never go out of style. I am confident my brand’s voice will continue to appeal to men and women, whilst our brand continues to reinvent the classics with unique details,” he added.

(Nivedita can be contacted at



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