BFW On Twitter

Designers of Bangalore Fashion Week / Bangalore International Fashion Week 10th Edition - Summer Showers



BFW 11th Edition Designers

Ashima Leena
The journey began over two decades ago, and, the journey continues. A brand that was born out of the strength and tenacity of two women, related through a familial relationship and through the bond of work.

Currently employing over a hundred and fifty karigars, the AL production is based in the outskirts of the capital city.

Ashima Singh heads the artistic direction, while Leena Singh handles business operations. On the front end, AL retails from its sole flagship store at DLF Emporio, the premium shopping destination in New Delhi.

The AL doorway leads to a vast body of work that is patronized by a niche country-wide clientele and international loyalists. Traditional wear is juxtaposed with influences from across the world that characterize our twin strengths – embellishment and silhouette, our defining identity.

Each piece is carefully crafted by skilled hands and personally overseen by the designers before it leaves the atelier. Raw material for hand-embroidery is sourced from across the world and fabrics are often developed from the yarn stage. Colors dipped in a varied palettes discover new combinations, season after season. Shapes lend diversity in an exuberant display of cultural and contemporary styles. Inspiration is sometimes revisited from a single archive and represented through a series of often overlapping but radically different looks that captures the re-imagining of the label itself, as much as its wearer.

Famed for one-of-a-kind ensembles, AL has never resorted to a revised-pricing format, even at the end of a season. This is as much a business decision as it is a function of the passivity of a premium luxury product that is self-limiting and decidedly so. Our bridal collection as well as the textile derived 'benares' are specially created for a be-spoke experience.

Back at the karkhana, bridal-wear commissions are constantly in the making – priced at six lacs and above, there is a seeming languid surety about the hands at work … a quiet confidence that stems from the certainty of design and quality excellence, which is at the helm of AL.
Sharing a larger worldview than their own, Ashima and Leena are committed to the welfare of women. They will, in the near future, introduce a pan-India philanthropic initiative to facilitate female fertility solutions. Engaging in the world around them, beyond fashion, as they often have done, is a primary consort to the ethos of AL.

 


Contact US | Backstage | Community | Disclaimer / Privacy / Terms of Use| Gallery | History | Careers |
Share |