Unique, intricate, and eclectic – beautifully summarises couturier Aisha Rao’s design philosophy.
Ahead of her store launch in Delhi, the Hyderabad-based designer shares with News18 about the vision for her new store, the brand’s sustainable practices, bridal couture tips for the upcoming wedding season and completing 5 years in the fashion industry.
Your brand has completed 5 years in the fashion industry, how would you define your design aesthetic in 2024 today?
As we enter our sixth year, our brand has carved out a distinct identity in the fashion industry. We’re often described as ‘different,’ a term that perfectly captures our approach. We’re unafraid to embrace bold colours and experiment with traditional embroideries, reimagining them with a contemporary twist. Innovation is at the heart of what we do—we never repeat ourselves. Every collection, photoshoot, garment, and now even our stores, tells a cohesive story that continues to push the envelope.
Sustainable fashion is your forte; how have you managed to remain conscious and responsible towards consumption and the environment?
I want to be completely honest. When I started, I had an idealistic vision of creating an upcycled luxury brand with a ‘zero waste’ approach. However, as we scaled up and handled larger orders, we encountered challenges in finding the ‘perfect waste’ for repeats. To address this, we introduced printed versions of the same designs and explored similar alternatives. This allowed us to maintain our commitment to sustainability without
compromising on quality or authenticity. At Aisha Rao, we’ve redefined purposeful luxury, carefully balancing sustainable business practices with environmental responsibility, while avoiding the pitfalls of greenwashing.
From runway to social media, as a brand, do you feel the industry needs to change, based on how couture is perceived today?
Absolutely, I do. Running a fashion label demands excellence in both commerce and creativity. Leading a couture house with over 200 people before we even reached our third year in the industry has required immense courage, consistency, and resilience. Constantly innovating in design while managing the complexities of a growing business is no small feat, and it’s time the industry acknowledges the dedication and hard work behind the scenes.
What made you decide to bring your designs to Delhi?
Delhi has always been a key market for us, with a significant portion of our sales coming from here. We’ve had a strong presence in Delhi right from the start, with two stores in the city, including one at Emporio. It felt only natural to return to Emporio for our B2C store, as it’s the perfect place to reconnect with our loyal customers. This store is just the beginning—there are many more exciting plans for expansion in Delhi ahead.
Tell us more about the vision behind the new store?
Our DLF Emporio store, though our smallest at just 650 sq. ft., is a true testament to innovative design. We’ve made the most of the linear layout by creating colour-blocked compartments and portals, each accentuated by strategically placed mirrors that give the illusion of infinite space. It’s a unique experience that really has to be seen to be believed!
For the upcoming wedding season, what bridal couture tips would you share?
For the upcoming wedding season, I recommend a balanced mix of classic and experimental pieces. Brides should blend soft pastels with bold pops of colour, and embrace the chance to express themselves uniquely at each event. It’s important not to play it too safe—this is the perfect opportunity to explore different styles and experiences. Most importantly, stay true to your own personality and avoid giving in to external pressures. Your bridal look should reflect who you are, not just what others expect.
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