Atelier AZZA

Atelier AZZA

By Azeeza Desai Khan

USA Brand with a Fusion:

Atelier AZZA is a US based womenswear fashion label that produces one of a kind cut, hand embroidered, sewn and finished entirely by hand. I came across this brand a few months back, I immediately fell in love with the juicy vibrant colours and amazing detailed embroidery. The embroidery surprised me, somehow I felt there was an Eastern Indian inspiration behind it, I was yet to discover so much more cultural connection behind the brand.

The lady behind the brand, Azeeza Desai Khan recently was nominated for the 2012 'Rising Star in Design' award by the Fashion Group International. So how did her fashion design journey begin?

Azeeza Khan began her fashion education in India, where she trained for 2 years learning the fundamentals of design and intricate embellishment. Born and raised in the US, much of Atelier AZZA's collection shows the culture fuse between Western cuts with Indian influenced embellishments from her heritage. With the launch of the brand with her S/S 2012 collection, international fashion magazines showed their keen interested the newly developed brand.

'Born Fashionista' Vogue India 

'Breakout Emerging Designer' TimeOut Magazine

Established just under one year ago and already featured thrice in Vogue, this developmental phase has brought to light the label's signature aesthetic of billowing frocks, structured blazers and exaggerated scarves juxtaposed against statement embellishments. Currently, the label is underground and available via bespoke custom order to an exclusive clientele base. 

Its beautiful exotic look with a contemporary appeal, its hard not to fall in love with this brand. I love fashion garments that tell a story, and speak different language of style. Atelier AZZA showcases the beautiful heritage of Indian embroidery and embellishment, with classic cuts and silhouettes. 

With the brand being born in the heart of Chicago, there's a beautiful essence of city chic within the designs. Outfits that can be taken from street style day with embellished scarfs and blazers to evening glamour with flowing gowns. With an exclusive boutique located on Michigan Avenue in the buzz of the fashion district of Chicago town. 

Visit Atelier AZZA for more on the collection

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Suman Bajaj's Pocket Sari

Suman Bajaj's Pocket Sari

For the contemporary Indian Lady

Definition of a Sari: A strip of unstitched cloth, worn by females, ranging from four to nine yards in length that is draped over the body in various styles which is native to the Indian Subcontinent.

Designer Suman Bajaj just proves that its never too late to start making your dreams come true, after she started her designing career without any training. British born and educated Suman's past background was based in fashion styling and merchandising. She started her career designing for Delhi's high society, which later saw the success of a celebrity clientele. 

Her career later took off when she moved to India for 4 years, and was spotted by celebrity stylist to designer an exclusive look for a Bollywood red carpet look. Suman Bajaj has found that Fashion is everything she had embarked on in her passionate journey, creating clothes that make women feel sexy, glamourous and body conscious clothing that had a voice of its own. 

The classic Indian Sari is known for bringing intricate embroidery with bold and luxurious colours and prints, but never have we seen a Sari so conveniently designed. Suman Bajaj has introduced the very first Sari collection with a pocket. Indian fashion leaves the practicalities out when it comes to designing, designer do not consider the useful touches but instead set out to dazzle. Suman Bajaj contemporary take on a classic Sari shows breathtaking design development. 

Suman Bajaj's pocket Sari is conveniently perfect for the modern day desi girl, ideal for slipping your lipstick or mobile phone in, when out and about at events leaving you free to mingle. Progression on classic eastern designs is genius it allows another level of creativity and a whole new market of consumers to be opened. 

Giving her clients more than they thought they could have imagined, Suman Bajaj has said that "I like to surprise my clients by fulfilling an unrecognized requirement, and giving them something they only realised they needed once it was available." Her work has been recognized worldwide, offering her a market in the UK, Europe and Middle East. Much of Suman Bajaj's collection offers you timeless pieces which are suitable for any woman regardless her shape and size.-★

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Delhi Couture Week 2012

Delhi Couture Week 2012

India's fashion finest take on Couture:

The biggest fashion week for India has arrived, the best of the best designers show their innovative eastern and western talent at Delhi's Couture Week 2012. Couture week in India marks the delivery of the finest extravagant bridal outfits to the perfect ball gowns and sari's, each designer weaves their style into some classic with a new contemporary twist. 
  
The Couture runway showed clear trends of:

- Red & black colour combination 
- Classic crisp whites with silver embroidery 
- Deep luxurious velvets in tones of Raspberry, Peacock blue & Moss green
- Contemporary updates of classic styles of Sari's, Lengha's & Anarkali's 
-  Vibrant tone of Orange 
- Light rich tones of Gold

If there's one thing that can be promised at Delhi's Couture Week, is the beautiful and unique cultural embroidery that is timeless and usually inspired by past decades of fashion movement in India. 

Designer's Breakdown:

I have selected some of my favourite pieces, from each designers collection during Delhi's Couture Week:

Manish Malhotra:

Manish Malhotra is truly ever girls bridal outfit fantasy, he never fails to produce some of the most princess style Indian gowns, dusted in head to toe luxury. He knows how to balance the right amount of volume in every Anarkali that he puts his name on, enough flare to make you feel fierce and yet the poise of a classic Maharani (princess). 

Malhotra bought detailed kashmir embroidery and can-can like layering to the modern day Lengha and Anarkali. He added the power of drama and fun with the use of pinks, orange and gold, with detailed highlights of colour with in the combinations. 

The show was closed with a special celebrity wearing the final look, Bollywood Superstar Katrina Kaif. The beige and gold lengha had a trail at the back with Kashmiri embroidery and net duppta. 

This show was everything Manish Malhotra's charm of fashion is known for, being pretty yet glamorous and straight out of a Bollywood fantasy. 

Gaurav Gupta: 

Guaurav Gupta the sculpture of Indian gowns, with his great use of fabric draping. The sari-dress's which bought tradition into a western ball gown, in a light pearly colour. Great tones of beige, fresh white, flash of orange and mustard yellow. Gaurav Gupta never fails to bring his trademark of Grecian pleating to his masterwork. -★

Varun Bahl's:

Anamika Khanna:

JJ Valaya: