Affordable fashion: Ashna Gupta Kalra

Ashna Gupta Kalra of Ash Haute Couture, who launched her at 10th Road, Juhu with her good friend Arpita Khan Sharma this month aims to provide chic, ready-to-wear offerings which take you from day to night. Launched in 2012, the label focuses on the fusion of age old techniques of hand embroidery, interpreted with a very modern expression to produce contemporary silhouettes. The couture approach of the artwork translates to one piece at a time, as personalised and individual workmanship is an integral part of each creation.

What's your design philosophy?
We are trying to be an accessible brand catering to women of all sizes and we aim to keep it economical as well. I studied fashion in London and got back and found my strength to kick start the label. We don't really do occasion clothes. You can wear the same dress during the day and also in the night.

What's the USP of the brand?
We design our own prints and our pricing is exclusive. At our studio you can buy a customised printed dress for as cheap as Rs 7000. Prints are the high point of the brand and the finishing is spectacular.

Tell us about your association with Arpita Sharma Khan.
Arpita and I have been friends for years. She helped me co-host the launch event.

Why have you called the label couture, which means made-to-measure?
We started with made-to-measure Western-style bridal wear and then moved to ready-to-wear later.

Who is the woman you design for?
She is fashion-forward and understands fashion.

How important is Bollywood for your brand?
As of now, Bollywood isn't our focus.

Who are your fav designers?
Valentino, Elie Saab and Manish Arora.