Aisha Rao on colour, craft and carving her own path in Indian fashion

Over six years into the industry, this designer is spreading her wings nationwide. Her hand-crafted prêt collections are characterised by quaint motifs in a burst of colour and a dedication to upcycled luxury wear. Aisha Rao shares her journey from some of the world’s best fashion schools to India’s creative landscape.

Brides Today: You’re one of the few designers from South India who has earned a name for herself nationwide. What does it take to put yourself out there and compete with the best? 

Aisha Rao: Establishing a national presence (with stores in Delhi and Mumbai) requires innovation, dedication and a clear, strategic vision. It’s about staying true to your unique design philosophy while adapting to evolving market trends. Building a strong brand identity, maintaining high standards of craftsmanship and engaging with a diverse audience has been crucial to us. 

BT: What made a law graduate venture into design? 

AR: Although I started my academic journey in law, my passion for creativity and design was undeniable. Studying at the Istituto Europeo di Design (IED) in Barcelona allowed me to channel my creativity into something I genuinely love and always wanted to do. 

BT: You also studied sewing and garment construction at Parsons, New York. How did these experiences prepare you for a career in fashion? 

AR: Studying at IED and Parsons built a solid foundation for me in both the creative and technical aspects of fashion. These experiences taught me the importance of craftsmanship, innovation and global fashion perspectives. They helped me refine my skills, inspiring me to start my own brand and approach fashion with a broader vision.

BT: It’s been over six years since you formally got into fashion. How has your journey been so far?

AR: It’s been a blend of challenges and triumphs. From starting with a zero-waste ideology to adapting our approach as we scaled up, it’s been a period of immense growth and learning. Every step has been a testament to creativity and constant evolution, shaping our brand into what it is today! 

BT: Your creations are bright, bold and lively. How integral is colour in your design language? 

AR: Colour is absolutely central to my design language. I’m constantly inspired by the hues I encounter—be it from nature, art or heritage. I document these inspirations during my travels and incorporate them into my designs. For me, colour is not just an aesthetic choice but a way to convey emotion and narrative through fashion. The vibrancy and liveliness of different shades elevate the impact of each collection.

BT: How did you gravitate towards upcycled luxury wear? Does living in Hyderabad, where people have truly upped their fashion game, inspire this specialty? 

AR: My attraction to upcycled luxury wear stems from my desire to merge mindful luxury with high fashion. Living in Hyderabad, where the fashion scene is both vibrant and evolving, certainly played a role in inspiring this direction. The city’s rich cultural heritage and its fashion sensibilities motivate me to create pieces that reflect both tradition and modernity. 

BT: How would you describe Aisha Rao clients, the women who wear your designs? 

AR: An Aisha Rao client is someone who values unique, eclectic fashion and isn’t afraid to experiment. They appreciate bold colours, intricate craftsmanship and the fusion of traditional and contemporary styles. Our clients are fashion-forward individuals who seek to make a statement with their clothing.

BT: The motifs in your designs are quite lifelike and animated. What inspires the artist in you? 

AR: My inspiration comes from a mix of nature, art and cultural heritage. I find beauty in the natural world, historical architecture and traditional craftsmanship. These elements fuel my creativity and manifest in the animated motifs that bring my designs to life, with each piece telling a story. 

BT: You’ve dressed a plethora of celebrities. Who else is on your wishlist? 

AR: I greatly admire Gigi Hadid, Anne Hathaway, Keira Knightley and Sonam Kapoor Ahuja. Collaborating with them would be a wonderful opportunity to create something truly special and memorable. 

BT: The second leg of your ‘Kinfolk’ collection is all about mermaid-esque lehengas, dresses and more, inspired by Turkey. Could you tell us more? 

AR: Yes, ‘Kinfolk’ celebrates the harmony between nature and culture. It features designs inspired by the natural world and cultural traditions, blending intricate embroidery with rich textures. The collection reflects a dialogue between our environment and our complex selves, creating a visual narrative that merges the beauty of nature with the individuality of human expression. 

BT: Do you get varied demands from clients from different cities? 

AR: Client preferences are shaped by their local cultures and fashion sensibilities. In Hyderabad, there’s a strong appreciation for traditional craftsmanship. In Mumbai, they embrace more contemporary and experimental styles, reflecting the city’s cosmopolitan and trend-conscious vibe.

BT: What does the coming year look like for you? 

AR: The coming year is filled with exciting developments. We just opened our first store in Delhi at DLF Emporio and are expanding our product range with an accessories line featuring bags and shoes. Our focus will be on continuing to innovate in our designs, to enhance customer experience and strengthen our brand’s presence.

This article first appeared in Brides Today, January-March 2025 print edition.

Images: Aisha Rao

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