This man has taken Pinterest by storm, literally. There is no escaping him and the more and more you delve into its designs, the more head over heels you fall in love with him and his outfits. This enchanting UK based designer has totally taken the ethnic and bridal fashion by storm. Think Sabyasachi of the UK, only that he is better. Yup, I said it…kill me now.
But its true. I am not saying anything against Sabyasachi, I love him…the world loves him…but if you are also having a Sabyasachi overdose, then Ayush is the right designer to look out for.
I am a complete Pinterest person, and this post was something I wanted to write way back in October last year. Back then, I had contacted Ayush, and we had decided to have a chat about his collection, but for some reason or the other it got delayed. But ever since then, this post has been on my mind like a hawk eyeing its prey. I just had to write about him.
Feast your eyes ladies…these pictures of his collections are going to make you teary-eyed with envy.
This is what the designer has to say about his bridal lehengas:
“My attempt was to offer you an empty vessel that has been filled with a melange of design; there’s a taste of pop art, a blend of warm Indian colours and just a little sprinkling of the mystic surreal. “
Did we look this stunning on our wedding day? Probably not. There is something about the whole ensemble. The jewellery, the simplicity in which the outfit is carried off, the colors and the detailed work…it all adds up. Its purity and elegance is hard to miss.
But Ayush is known for his sarees more than the lehengas. His sarees be it banarasi, or chiffon have taken the vintage appeal to a whole another level. Hasn’t it always been the case that our mothers and elderly would opt for benarasi for weddings? May be a bride might have a one off piece in her wardrobe which she might have got during the wedding…but it eventually just gets passed down…and nobody really wears it. But once you see Ayush’s collection of benarasi sarees, you wouldn’t want to lock it out anywhere. Its going to be one of your prized possessions. Guaranteed.
His collection is so drool worthy that you would actually want to invest in his sarees. Every piece is a stunner of a choice, and it actually gets quite difficult to pick which one is a favorite. At this point, I should warn you that his saree collection price starts from £160 ~ Rs. 14k upwards which is honestly not all that expensive. I mean banarasi as such costs pretty much anything from 15k upwards to even a lakh+ …so this price should ideally bring a smile to your face. He is every penny worth it ! Don’t shy away from contacting him to get your own Ayush Kejriwal piece.
“I AM A VERY SELFISH DESIGNER
I often wonder why do we all care so much about how we look? There are some people amongst us who spend hours trying to create that perfect look for ourselves, a look that will make us feel very special, a look that will make heads turn , a look that will make others want to be us! As a designer sometimes I find my job extremely challenging and the reason I say this is because I am a very selfish designer.
I design what I like, I don’t design for the masses and I know that is not going to be good commercially but I can’t help it. I think designing is like painting you cannot paint something wondering whether it will appeal to someone or not! Artists don’t use their minds they go with their hearts, I consider myself to be an artist and I always listen to what my heart says. I guess that is the reason why many a times my brand gets called boaring or old school, but that’s alright I can live with it as I feel it still has a soul.. a gypsy soul that is free spirited, a soul full of love and I must say a very stylish one too! I don’t think there is anything wrong in being selfish when it comes to style do you?”
No we don’t, do we? We absolutely love you Ayush !!!
Where does all this inspiration come from?
“Its true that everything around me could be an inspiration in one form or another, however I think on a subconscious level I always look back to move forward when it comes to design. I have very beautiful memories of seeing my mum, aunts and grandmother wearing lovely sarees , I have spent hours playing tents with those vintage fabrics from old trunks; countless afternoons have been spent as a child competing with my sister whilst drawing the motifs from my Mum’s old Benarsi dupatta . One can’t forget these things, and I think that is why traditional always works for me. There is some magic in the old. Old is always gold and I believe in that.”
How do you manage to get that perfect shot everytime?
“A lot of work hard work goes behind a photo shoot. From scouting for the right location, getting the clothes sorted, achieving the right hair and make up and last but not the least getting the perfect frame! It takes months of planning and organizing to sort one shoot. But if done right the results can be brilliant. For instance, the shoot for CHABEELI was not easy but as I I sift through the images I beam in pleasure.”
The only way to reach out to you is through Whatsapp or Email. Why not have your own website?
“Not having a website till now has been a conscious decision. For one not having a website gives me a chance to engage with you personally. I know it’s not ideal in the long run but I would like to be in conversation with my clients for as long as I possibly can. From a business point of view this might make absolutely no sense and dealing with prospective customers only through messages may seem preposterous but I think it is one of the best ways. Anyways, when have I ever done anything by the books!
More so, by being able to speak to every possible prospect I am able to act as a gatekeeper and keep the haters and time-wasters at bay. I love what I do and how I do it and I hope your support will continue to grow with us. “
I browsed through practically the entire collection of Ayush Kejriwal, and there was one thing that kept cropping up in my head…why not more options for brides…I just wanted to see more and more…just couldn’t get enough.
“Every single day at least 3 people ask me this question! And it always makes me chuckle. Why is it that I am expected to have loads of designs. Why can’t I have limited designs and not too many of them? I come up with no more than 20 designs or so in a year , and I like it that way.
The idea is not to mass produce one thing after another to satisfy the ruthless need in the industry. I don’t follow trends or colour patterns when I am designing so I don’t need to stick to seasons or change designs every 4 weeks. I weave my own story and dreams as per my wish and hence I have the liberty of not to be under pressure of coming up with something new every second day! That’s not my style, this is not how I choose to run my business.
I appreciate the fact that the repetition could be boring for some of you but I am sorry there is not much I can do. I am quite a boring sort of a person and to be honest I struggle coming up with over 20 or so every year any more than that and I will land myself in a mental asylum! I have said it before, this is my story, my vision , my dream and I would like you to be a part of this journey but please don’t expect me to adulterate my dreams as per your wishes. I am a very selfish artist, and an arrogant one too! I am sorry I can’t be any other way, love me or leave me. With lots of love.“
I think Ayush can be rest assured that nobody is going to be leaving him…but definitely the hounding is not going to stop anytime soon.
What is the ultimate vision for Ayush Kejriwal?
My ultimate aim is always to empower minimalism. To offers investment pieces which have restrain mixed with gravitas making them very alluring. The idea is to deliver clothes that were stylish without sacrificing credibility. Minimalism for me isn’t about being safe it is all about knowing what you want and being bold!”
EXCITING BONUS INFO
If you are also going ga-ga about the jewellery used in Ayush Kejriwal’s photoshoots just like the rest of us…you will be happy to know that Ayush is selling some of these pieces like the one above in the image at affordable prices. Please note that these are not designed by Ayush himself.
If any of you wish to get in touch with the designer Ayush Kejriwal, you can connect with him through the following means:
- Whatsapp: 00447840384707
- Email: [email protected] / [email protected]
- Instagram: designerayushkejriwal
Ayush is based out of UK, Glasgow but he ships his designs worldwide. Some of his major clients are based out of US & India.