AshaGautam, was created with perseverance, assurances and conviction and working towards to keep traditional art forms alive and brought them back in the spotlight by developing them to meet present fashion trends. The brand also believes that with smart modifications we can use handloom not only in Indian bridal but in modern fashion as well.
You can find bridal lehengas, saris with interesting bodices, fusion wear, trendy kurtas and much more under the label. Combining a vibrant array of handloom weaves, textiles and intricate embroideries, each piece carries a story of its own, spelling true luxury.The designer duo of Asha and Gautam complement each other’s sensibilities, merging the classic with the contemporary, appealing to women of all age groups.
The brand reflects a deep respect for Indian heritage, while incorporating new age designs. The traditional weaves lend grace and elegance, while the modern touch, makes it ever more relevant.
Their work has not only helped keep alive traditional art forms, but have constantly brought them back in the spotlight by developing them to meet present trends. While a lot of fashion houses, diverged into the heart of India for inspiration, AshaGautam has based their foundation on the age old rich weaving traditions that they have been working with from the very start. Their team includes rare craftsmen working in various clusters across the country for more than a decade which makes them a unique label.
Kargha is an annual festival celebrating the beautiful ensemble – Saree. It was first launched in July’16 at the flagship store of asha gautam. The initiative taken by the duo was with to position handloom saree as a style statement as well. Over the years’ handloom sarees was positioned as vintage, traditional and for elder age group and this needed to be changed. With the support of media and social media influencers Kargha got a tremendous response as it saw lot of change in the perception towards handloom sarees. Over the years the team of asha gautam worked with weavers on the ground level to modify the yarn combinations and motifs to make it more contemporary and yet at the same time kept the essence of the weave intact.
Kargha was also a visionary event as for the first time they had exclusively designed handloom sarees from 7 cluster of India. Gautam gupta says “Our endeavor to work from the root level and have more clusters in our design process got a great kick start from it. Hopefully with time we will do justice to more art and crafts present in our country”
Kargha was their launch of weaves such as Ikat (Pochampally), Paithaini (Paithan), Patola (Patan), along with the existing weaves such as Banarasi, Uppada, Bandhani, Eri silk and arts such as Kalamkari, Batik and Madhubani.
Asha says “I have always loved wearing sarees and this initiative encouraged our future generation to embrace this eternal fashion ensemble”