Who here doesn’t have a long-lasting love affair with denim? It can be denim shorts, your favorite pair of jeans, a cutesy denim t-shirt dress, and what about that go-to oversized denim jacket? The list goes on. We get it.
Brown Girl Magazine recently spoke to Aparna Avasarala, founder of Denimrush and the company’s creative director. Avasarala took her love for the everyday jean jacket to the next level and started designing staple wardrobe pieces, specific to her clients’ needs and preferences. Avasarala told us all about her endeavors, and we’re sharing our tête-à-tête here, with you.
Tell us a little bit about yourself.
I currently live in East Village, Manhattan, but I am from Cincinnati, Ohio. I moved to New York six years ago and went to school at the New York School of Interior Design; I’m a trained interior designer. Growing up, I was always interested in fashion. I’m so happy to have done design in school because the program led to me take up design consulting jobs for a lot of creative companies. Art is something that I love to do from the start. I started out designing hotels and resorts and now I work on fashion trade shows. My artistic background really helps me put perspective in all of the jackets I create.
I mainly moved to NYC to pursue my career. The Indian community in Ohio is a bit traditional, and a lot of the families there believe in conventional career options, which I wanted to break free from. But, my parents are super supportive of what I do.
How did you make that transition from designing hotels and resorts to setting foot in the fashion industry?
I had always had this idea that instead of painting a canvas, wouldn’t it be so cool to express art in a different way? That’s when I started painting on raw canvas and then I asked myself, “How much fun would it be to paint on denim?” I’ve always loved denim, it never goes out of style! I was going through this phase in which I felt like everything was really boring, and I remember saying to myself, “Why is everything so boring?” I ended up painting a jacket for myself and wearing it to a brunch one day. That’s when people started asking me where they can get one of their own! I was on to something.
Is that how the idea of Denimrush came about?
Yes! I’m not trained in fashion but I dove into this idea when it hit me! It’s been such a unique journey and I’m able to carve my own path because I’m not following anyone!
Do you strictly specialize in denim jackets?
Yes, for now, it is just denim.
Why denim?
Denim has always been on my radar. I LOVE outerwear and like to say that I have an outerwear problem – I have a serious problem. It landed into being denim because it’s made out of cotton, and canvas is as well, so it’s one of those fabrics that adheres to paint really well. What started out as an experiment actually became a product.
We’re definitely looking to expand in terms of fabric! We’re making a platform where people can share their art! I want to create a product that is a walking gallery, each artist has a story and we’re using fashion and art as a form of expression. This really elevates the whole experience and what we’re trying to promote at Denimrush. Everything we do and introduce has a story, and everything we do will always tie into denim.
There have been so many variations of the denim jacket (size, cut, texture). You seem to work with the oversized looks. Is there a particular reason you go for the oversized look?
I started with the oversized look because I wanted to fit as many people as possible in the size. It looks cool regardless of what size you are. We are trying to be inclusive in terms of the size and to be most accessible to our target audience. It’s the most versatile fit, and it’s so easy to layer!
How does the process work? Do people come to you with a design they want to be painted on their jacket?
We launch collections and they’re all unique and one of a kind. Each jacket is different than the other. I do custom designs for events, only because it’s harder to manage custom designs for a plethora of people. When we release our collections, you can rest assured that you’re the only one in the world that has that particular jacket you purchased from Denimrush. For each of the collections we release, there are different styles and within those styles, each jacket is different.
Since the jackets aren’t customized, where do you draw your inspiration from for the designs?
This is interesting. I don’t really know how to respond. It can be something so simple that inspires me. When I walk into a room, I may see something missing, like a set of colors that can complete the interior of the room. Those are the colors I feel I can use to make my own painting. There are these tiny moments I draw inspiration from, it’s so artistic yet really hard to believe. Sometimes I’ll dream about things and I wake up in the morning and sketch them out, and all of a sudden, we have a Denimrush product.
Give me three ways to style a denim jacket.
Classic Canadian Tuxedo: This is my go-to!
Juxtapose: Wear a super classy outfit and throw the jacket on as an off-setting piece – white buttoned-down dress with a denim jacket.
Edgy look: A fun set of pants are a great accent to a denim jacket – one with a print and a neutral shirt.
Give me one fashion faux pas.
I don’t think that there is such thing as a blunder. Fashion is an expression of who you are and what you choose to put together. Anything can be a trend, sometimes half the trends are started by us thinking, “What the hell are they wearing?” Then a month later, it’s a trend everyone is rocking!
From humble beginnings, Rohit Gandhi and Rahul Khanna joined forces to create the worldwide fashion design brand Rohit + Rahul. Based in one of India’s fashion capitals, Delhi, the two take an eccentric approach to designing by utilizing geometry and modern art to build their design lines. This is commonly seen in some of their more recent design lines such as the ‘Fibonacci’ line. Also, the founding members of the brand Fashion Design Council of India, Rohit Gandhi and Rahul Khanna insert new meaning into fashion by telling a story to the younger generation. With their bold pieces, Rohit and Rahul want consumers to feel empowered and individualized.
Tell us about your journey and where it all started.
We began our design journey in 1997. We saw a significant gap in the global market between Western and Indian couture segments and [so] amalgamated our personal style statements to merge it with our conviction to cater to this deficit, and launched our brand. The brand stands for contemporary designs and embodies an aesthetic of understated red carpet creations. As designers, we believe in curating garments that are timeless and decorous. Also, we have entered our 25th year of creative partnership as an established designer brand.
Ten years from now we see our company with corporate backing, more evolved with exponential growth.
Which client are you most looking forward to working with?
The client we most look forward to working with is the youth of today. The younger audience is experimental and bold; they don’t shy away from trying new trends. We look forward to dressing clients who are ahead of their time, love to explore the world and understand our structure and silhouettes.
What was one of your favorite showcases? What was different about this showcase compared to the others you have had?
We embroidered our surface textures and did a presentation with masks which was quite unusual. Another interesting project we did was inspired by art which is the ethos of the brand. It’s our sublime passion for art that reflects in the thoughtful craftsmanship of our brand.
What was it like having a partner?
Two is a team and it is great fun working together. We take various aspects from each other’s lives and put those thoughts into our design process. We both are different personalities and critics of each other which helps us understand things better. The journey so far has been exhilarating and challenging too; we were a two-man army. Back then from managing designing to marketing, merchandising, and sales, all of it was managed by the two of us. Now, we have a team working alongside us which makes us feel we have come a long way.
What interests do you have outside of fashion?
Outside of fashion design, our interest lies in art. Our design inspiration is derived from art and architecture. The heritage and the vintage lineage of the city of New Delhi where we are based are what instill our passion for finesse and immaculate grandeur in the minutest of details. We have been successfully running our art gallery, Palette, which houses modern contemporary artworks of young and established minds alike.
Where did the idea for the Fibonacci show come from? What’s one of your favorite looks?
‘Fibonacci’ at its heart, is a nod to craft — both structural and artistic — where every piece is a study in precision. The collection brings together this iconic designer duo’s dedication to the study of structure in art and architecture, transferring these learnings to design. The idea of the Fibonacci show was inspired by the artist named Zaha Hadid, who is known for her liberated architectural geometry. Our favorite look is a mosaic sherwani which was recently worn by Indian megastar Ranveer Singh.
The Astral Gala line is inspired by stars and galaxies. It is a reflection of our love for the cosmic universe which is surreal. The line is inspired by the old-age divas from the retro era fused with new modern techniques of boning and construction.
What is your favorite type of clothing piece to design? Which clothing pieces do you find most challenging to design?
Constructed jackets are our favorite piece of clothing; we pay a lot of attention to our finishing and construction. Constructed pieces are the most challenging to design but it also gives us more room for experimentation. Also, heavy ornamentation/surface textures make the garments difficult to mold and sculpt hence, we face challenges with those garments.
It would be Billy Porter for his unique fashion sense.
What do you hope to take away from this interview with Brown Girl Magazine?
It is inspiring to connect with a global community-building publication like Brown Girl Magazine which reaches out to a huge audience. One of the key takeaways from this conversation would definitely be the power of storytelling and narration as an individual from the creative industry and its influence on the upcoming generation of designers.
How has the power of storytelling influenced your past shows and how do you plan to utilize it in your future shows?
Storytelling is a key aspect and we utilize our runway sets to showcase our brand ethos and the inspiration behind the collection. We showcased the Fibonacci collection at Couture Week last season. The collection was inspired by the movement that marries precision with an architectural penchant for precision, guided by nature’s invisible rule — the Fibonacci wave. The intricate set for the show was built by artist Akon Mitra by combining thousands of origami pieces that arched over a ramp to depict a wave in perfect mathematical proportion. The set design reflected the beauty of patterns defined by Fibonacci’s irrational number, where every pattern is uniform and built with clear lines and divisions.
What do you want people to feel when they wear your designs?
Brides and grooms should be comfortable and feel true to themselves when they choose to wear us. We want our designs to empower their true personalities and shine through on their big day!
Rohit Gandhi and Rahul Khanna have taken a unique approach to fashion design not only utilizing storytelling to define the identity of their goal consumer, but also modern art to shape their clothing lines. The brand has been featured in GQ, multiple fashion shows such as Amazon India Fashion Week, and dressed famous clients such as Aishwarya Rai, Deepika Padukone, and many more. Rohit and Rahul aren’t just two fashion designers that came together; Rohit + Rahul is a team that gives you an identity with their design work.
South Asian fashion is nearly always associated with color, glitz, and ornate designs. From embellished bridal wear, weighing as much as the bride herself, to brightly colored sarees, Indian craft and hand embroidery is hard to miss — except when it’s showing up in non-Indian clothing.
South Asian artisans, also known as ‘karigars,’ are the unnamed force behind a designer’s vision. They often reside in rural parts of the Subcontinent and have gathered skill, creativity, and knowledge over generations. During my travels this year, for the launch of my fashion brand Chaa Latte, I witnessed artisans train from as young as seven years old, mastering embroidery techniques by the time they’re in their teens. Crouched over a table in a dimly-lit room, these artisans work tirelessly to adorn yards of fabric with beautiful beads and sequins, or weave glistening gold yarn into silk and cotton with sometimes nothing more than their memory to guide the motif. Some of them have little to no education and have never stepped outside of their village. Yet, hand them thread and a needle and they are among the best embroiderers in the world.
Is Indian hand embroidery as prolific as French lace? I would argue yes, and maybe even more, but without the fame. Established brands and their collections have stood on the craft of these rural artisans for decades but have rarely given credit. Only few Western designers, such as Dries Van Noten and Isabel Marant, proudly celebrate their relationship with Indian craftspeople. Perhaps because of this nearly silent partnership, a label that says “Made in India” or “Made in Bangladesh” does not equate to beautiful, luxurious work — rather, the complete opposite. Fast fashion may be one output, but the true strength of South Asia lies in centuries of incredibly intricate, slow, and artisanal processes.
In a Times of India article, David Abraham of Abraham & Thakore — a well-regarded Indian label — eloquently says that we must recognize the fact that India is one of the very few countries left that can still produce small lot, labor intensive, highly-skilled craft and textiles.
He adds, “And that is the true luxury in a world of growing mass consumerism and an antidote to the very real threats of environmental pollution, global warming and a growing understanding that we need to buy less, pay more for fashion that is more timeless, classic and responsible.”
South Asia’s fashion identity is at a crossroads, and it’s up to designers, especially the younger generation, to build brands that showcase the luxury and painstaking craft of South Asian embroidery, weaving, and the various other hand techniques mastered over centuries. I launched my fashion brand, Chaa Latte, late last year because I believe the true beauty of South Asian fashion is in the subtle, intricate craft and this simply isn’t accessible to North Americans in a way that fits their lifestyle seamlessly. I was set on designing modern pieces for people of all backgrounds, who have a love for art in the form of fashion and have an eye for unique detail.
My first collection encompasses some of my favorite techniques and textiles from India and Bangladesh, including mirror work and silk handloom sarees. The detailing is balanced with simple silhouettes and a neutral color palette. I am now working on my second collection, which will be released in Spring/Summer of 2023.
Like me, many young designers are tapping into their unique heritage to draw inspiration and bring attention to the Western world. I had the pleasure of speaking to two fellow South Asian designers who are making a mark on the US fashion industry, while highlighting their love for South Asian craft. When asked about the role of traditional textiles and techniques in their work, Niharika of Tega Collective responds:
With each collection our designs are co-created with a specific indigenous community highlighting their traditional colors, patterns and natural symbols. Every region in the world has incredible biodiversity so we focus on championing native fibers in South Asia like Khadi (indigenous cotton) and Eri (peace) silk originating from Assam, India.
In a separate conversation with designer Sana Khan Patel, from Aara by Sana, she tells us how she was inspired to start her line:
When a family wedding took me back to my hometown of Lahore, Pakistan, after a long 18 years, I was blown away by the level of skill I saw in the gullys (streets) of Lahore. From fabric dyeing to intricate beading to the quality of tailoring, they did it all so effortlessly and with so much pride. I quickly realized that the artisans simply want to create art but unfortunately, in most cases they are overworked, underpaid and treated extremely poorly. I immediately knew that I wanted to work with and learn from these OG’s as much as I wanted to put them in a position of providing for their families.
It’s the hope that this recognition from up-and-coming brands, like Chaa Latte, will shed light into how much South Asia is truly lending to global luxury fashion and the rich history that makes these art forms unique to our countries.
January 27, 2023February 1, 2023 2min readBy Sandeep Panesar
The results are in — the Pantone Color for 2023 is here — and it looks like Viva Magenta will be ruling runways, the streets, and (even) your wardrobes.
Viva Magenta is a deep shade of red, and Pantone describes it:
Brave and fearless.
It’s meant to be celebratory, and joyous, and encourage experimentation. If you were thinking of toning it down a notch with your wardrobe in 2023, it’s time to think again. It can really be your time to shine in something bright and colorful!
Aprajit Toor, Arpita Mehta, and Rahul Khanna break it down for you — what to wear, how to pair, and everything in between. Their takes on the Pantone Color for 2023 are simple but they’ll help you make a bold statement anywhere you go!
Take a look at what they have to say.
Rahul Khanna of Rohit Gandhi + Rahul Khanna:
Viva Magenta is a color that suits all skin tones. It’s a color for all occasions; women and men can both wear this color with [the] right styling. Cocktail saris, jumpsuits, and reception gowns are some great options for women whereas, for men, the color has started picking up a lot lately. Men have started experimenting with their looks and we as designers have more options for men as well. Recently, we made a custom-made silk velvet fit for Ranveer Singh in the same color. Apart from your everyday clothing, Viva Magenta is also going to be the ruling shade for the upcoming wedding season.
The best way to do Viva Magenta in your everyday wardrobe is to go top to bottom in [it]. Be it in co-ord sets or a kaftan or any comfortable outfit. It’s such a bold & beautiful color that it looks the best when it’s self on self rather than teaming it up or breaking it with another color.
Aprajita Toor:
Viva Magenta is a very powerful and empowering color that descends from the red family. It is an animated red that encourages experimentation and self-expression without restraint; an electrifying shade [that] challenges boundaries. One can easily incorporate this color by picking a statement footwear, bag, or jewelry in Viva Magenta which can be paired with neutral or monotone colored outfits.
And there you have it — three ways you can easily take a vibrant hue and turn it into something you can wear every day. Take cues from these top designers on how to wear the Pantone Color of the year and get started! We’d love to see how you style Viva Magenta!
