It’s been long since I’ve had a chance to write about designers, especially those who have gone beyond the preconceived notions of fashion and made something spectacular and different.

I stumbled onto an Instagram account a year or so back which is so rich in design and creativity, that I have ever since been spellbound. Ayush Kejriwal.

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A perfect blend of Indian charm and modern aesthetics, this brand is soon to be a global favourite amongst the ladies (if t already isn’t)

The brand Ayush Kejriwal aims at bringing you feminine, classic, unique clothes with an aura of enduring cool. This carefully curated design platform counterbalances old and new styles to craft a wonderfully alluring whole. The brand caters for women who want to look sharp, sexy and smart.

It is all about simple beautiful clothes. It is truly cross-cultural and combines a philosophical design aesthetic with a rigorous process. Ayush Kejriwal strongly believes that the ultimate empowerment is to wear something incredibly simple! One thing the brand does not do is FASHION.

Some of his designs are featured here (for more check out the designer’s facebook and Instagram accounts)

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We spoke to the designer and here is what he had to say when asked about his inspiration for this line –

A few years ago I came across a phrase – ‘To do a common think uncommonly well brings success’, and I think this is exactly what I set myself to do. I wanted the clothes I made to be uncommonly good, clothes which catered to an audience that had an appetite  for great design. My approach to design is playful that helps me deliver aesthetics that’s easy to like.

I strive to create stories, weave memories , direct dramas and last but not the least spread love.

His target audience are women who are not trend followers but the one who create trends. Women who are comfortable in their own skin and not bothered about what is in and out. Women who believe in style and not fashion.

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This eccentric designer has an inspiring design story. He started out with the brand around 18 months ago and has reached tremendous success and created a loyal fan following in this short duration. When asked what drove him to launch his own line, he said

It was to create a visual impact and create products that were wearable, straightforward, timeless and inspired confidence. For me it has always been about style and not fashion. On the surface, my brand might feel a little contrived and predictable but I believe it offers an eccentricity that couldn’t have been created artificially.

There is just enough disorder to suggest that the brand is led by heart and not mind.

Having not being trained professionally as a Fashion Designer, sometimes, makes the job harder. But what makes the brand stand apart in this sea of upcoming designers and stylists, is the fact that he trusts his instincts and doesn’t follow “trends”.

Along with his out-of-the-box designs, his knack of giving all his creations uber cool names, he is also very modest.

I hope you fashionistas out there read this and fall in love with the brand, just like I did.

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Check out Ayush’s Facebook account here-

https://www.facebook.com/Ayushkejriwalbyayush?ref=hl

Or follow the brand on Instagram : @designerayushkejriwal

Lots of love, The Carnelian Cloak

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