Ashima-Leena
Ashima-Leena or AL is an Indian luxury clothing label founded by Leena and Ashima Singh and based out of Delhi. The brand is known for its traditional craftsmanship and hand embroidery patterns.
Ashima Leena sustains clients around the world, with Indians abroad accounting for 65 percent of their sales.
History
Ashima and her sister-in-law, Leena Singh, founded their eponymous clothing brand, with Ashima as the creative designer and Leena as the manager.[1] The couture label started selling in retail stores such as 1 MG Road, South Extension and Crescent Mall in Delhi. In 1997, the fashion show The Allure of India allowed the brand to gain a position in the Indian fashion industry. In 1999, Ashima Leena dressed Miss India 1999 Gul Panag. In 2008, they shifted to a single-store format. In 2016, Ashima left the brand due to creative differences and launched a solo project. Since then, Leena Singh is the main designer of the brand.[1]
Indians abroad account for 65 per cent of the sales. The brand sustains clients from Europe, USA, and the Middle East, with the latter being its major market.[2]
Style
Ashima Leena follows the style of traditional Indian craftsmanship. Their clothes are recognized for their bridal couture and hand embroidery patterns.[3] Leena Singh stated that the label “is for women who believe in timeless fashion”.[4]
The label’s aesthetic is not constant. In March 2017, the brand featured capes, accessories and Indian ensembles inspired by a song by the French singer Edith Piaf.[5] In March 2018, Ashima Leena paid tribute to Kashmiri craftsmen with a luxury collection.[6] In September 2019, the brand presented at the Indian Runway Week the collection “Heera Noori” inspired by Mughal Inlay work and using a natural colour palette.[7]
See also
- Fashion in India
- Leena Singh
- Rhina Dhaka
External links
- Ashima-Leena (Official website)
References
- ↑ 1.0 1.1 fashionabc. "Ashima & Leena". fashionabc. Retrieved 2021-09-11.
- ↑ Ahuja, Snigdha (7 February 2019). "Ashima-Leena: The Untold Story". thevoiceoffashion.com. Retrieved 2021-09-11. Unknown parameter
|url-status=ignored (help) - ↑ "Ashima & Leena - Ashima & Leena Biography, Fashion Designer Ashima & Leena Profile & Collection". www.indobase.com. Retrieved 2021-09-11.
- ↑ Pangin, Inam Sarah (4 April 2016). "Ashima-Leena is for women who believe in timeless fashion: Leena Singh". The Times of India. Retrieved 2021-09-11. Unknown parameter
|url-status=ignored (help) - ↑ Khan, Shifa (2017-03-27). "Designers Ashima-Leena Partner With NGO". News18. Retrieved 2021-09-11. Unknown parameter
|url-status=ignored (help) - ↑ "Ashima-Leena's tribute to Kashmiri craftsmen - Times of India". The Times of India. Retrieved 2021-09-11.
- ↑ Crossley, Isabelle (16 September 2019). "Ashima Leena showcases "Heera Noori" at India Runway Week". FashionNetwork.com. Retrieved 2021-09-11. Unknown parameter
|url-status=ignored (help)
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