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Fashion is an applied art as it involves technical accuracy. Yet, I don't believe in creating fashion as purely an art form. Clothes are meant to enhance the body in the most beautiful way possible. Fashion is a creative discipline.

The challenge is to create a range of apparel that is as fresh as it is innovative, season after season and looks at the human form with a new attitude each time.
Historically, India has been globally acknowledged as a country for its rich textile heritage, but fashion, as an industry, continues to be challenged with several infrastructural and industry issues.

Until recently, leading Indian designers primarily focussed on couture lines and wedding trousseaus. Over the last 4-5 years, as increasing number of people have joined the designer/fashion industry (designers, textile designers, models, make-up artists, hairstylists, stylists, photographers, etc). However, the target customer base has witnessed limited growth in the same period.