Ashima is a B.Com. Graduate from Shri Ram College. She passed out from NIFT winning `The Best Student Award`. Leena on the other hand, is a graduate in English with Master`s in English Literature and a Lawyer in Income Tax. Set up in 1993-a success story of two sisters-in-law, a unique combination of a designer Ashima and Fashion Marketer Leena. With Ashima spearheading the designing and Leena, the marketing pioneer behind the brand, are dedicated in their efforts to promote India and its tertiary industry. Ashima and Leena Singh have always had a unique, distinctive style and an original, traditional appeal in their collections. An established and well-reputed label today, their designs speak of tremendous and superb craftsmanship. They specialize in Bridal and hand embroidery. They are famed for their special colour effects and a variety of fabric developments.
With their combined strengths, their business growth has been phenomenal and they believe in borrowing inspiration from our land, its rich heritage art and design. A diverse approach manifests itself in their creations, through to the modern, cutting-edge styling of today. Hand embroideries being their forte, they specialize in Bridal wear creating exquisite and delicately handcrafted masterpieces that are classic and timeless, ensembles that can be passed on to generations.
Their design philosophy strives to bring out the best in each woman through designs that are both traditional and contemporary. Their product range of Indian and Indo-Western Wear include a large variety and assortment of fabrics, drapes, silhouettes, embroideries and colours to choose from. Catering to all the conventional as well as the bold, with emphasis on quality and attention to detail is their hallmark.
They were one of the few who combined the designer concept with the commercial aspect as a marketing strategy. They were the first designer designers to join hands with retailers and have teamed up with Jewellery Designer Paayal Seth to set up India`s Premier Retail Outlet - KAAYA - The store for Women at South Extension, New Delhi. They have recently had a series of successful exhibitions as the U.S. and U.K. They also have the honour of being the official designers of Miss India 1999 `Gul Panag`.
The brand has an exclusive exhibit in Dubai, UK and the USA. In India, Ashima-Leena have a tie up with VAMA & KIMAYA in Mumbai, where their lines have a separate exclusive exhibit. Ashima - Leena retail from their own studio in Delhi - Besides Their Store in the Hottest Fashion Mall, 1 MG Road in New Delhi. Ashima - Leena have their strong presence in USA from last many years. Over the years they have built their strong clientele of around six thousand people. They now plan to open their own stores `Ashima - Leena` in six different cities of USA starting from New York and San Francisco.
Today, Ashima-Leena is a well renowned label in the Indian and global fashion industry over the years; it has become one of the most recognized labels, not only at a national level, but has also scaled heights internationally. The brand depicts the royal global heritage, deep rooted in its cultural from and aesthetic, tradition and legacy. Today, the Ashima-Leena label, projects itself at the helm of global fashion, and has successfully completed twelve years within the industry.
The collection of Ashima-Leena was basically influenced by African trends using red, orange and turquoise in the Moroccan prints. The crinkled lehengas, kurtas, blouses, scarves and pants were worn with silver and turquoise accessories. The black geometric print sarees were worked upon with sequins and delicate silver embroidery. Indian silhouettes in raw silk were made in subtle earthy colours and embellished with embroidered yokes.
This was a collection of pure elegance. The first range was ivory georgettes, with self-coloured discreet embroidery segueing into green/red on ivory. The silhouettes were western fusion: straight kurta of varying lengths and asymmetrical hemlines over western wide flares. The finale of the Ashima Leena show was a superbly elegant line of black georgette kurta over western style pants or kurta ruched at the inside back leg. These ensembles were embellished with predominantly dull gold embroidery of impactful Chinese emblems.
Ashima - Leena`s collection was a superb blend of ancient cultures from Central Asia, medieval Europe and India. The first line reflecting Egyptian influences appeared in the form of simple separates of long skirts, light tops, tunics and pajamas in asymmetrically patched panels of fine sand and black stripes. The necklines were elaborately embellished with beads and embroideries in lapis lazuli, cornelian, and jade colours to give the impression of the traditional Egyptian neckpieces. Lotus flowers were embroidered along the hems of the pajamas and on the stoles. Dramatic winter looks were created by the vintage European line, in warm colours of red, maroon, black and browns. Red devore pants were paired with kurtis bearing brown print appliqués and red velvet patches. Textured silk tweeds were used to create draped skirts, and accessorized with faux fur wraps. The Mughal line in deep reds and antique brocade patchwork was joyous and festive. Tiered long and short gathered skirts, sarees with elaborate borders and pallas, and kurtis-palazzo pant ensembles were predominant. The finale was in classic red and black crepes, with geometric patterned embellishment in form of triangular suede appliqués, mirrors and silver coloured sequin work.
The theme for this show was `Eternal Mystics` and it takes inspiration from a region in the Himalayas. A collection of whites started off the show. From whites, things went colourful and there was an oriental red line with gold flowers that had touches of jade blue.
Wills Lifestyle 2006
The theme of the collection was Soul Magic. A hypnotic and surreal message translated from antique style icons. There was the presence of mystical geometrics and dazzling mosaics, silver work with Celtic, Lebanese and Indus influences and black and white splashed with colourful beadwork. The designs were the ikats in rich hues offset by Kazakh ornamentation all combined to create a story with pulsating pools of colour.