"Fashion does not mean anything to me… but dressing up is a form of expression to me."
The Vogue Fashion Fund has been awarded to Aneeth Arora of India, receiving a lump sum of twenty-five lakhs, which equates to approximately twenty-nine thousand pounds. This significant award is designed to help creative designers take their concepts and ideas to stratospheric heights through the utilisation of contacts and events within the fashion walls.
Aneeth is an incredibly hard-working and creative talent who will no doubt use this money to reach an incomparable platform.
Aneeth has also been given the opportunity to commercialise her brand with leading retailers Westside, including her own show at Wills Lifestyle Fashion Week and a one-year business mentor-ship with an industry professional. For a twenty-seven year old aspiring fashion designer, there’s not much more you can ask for is there.
Aneeth hails from Rajasthan, one of the most fascinating regions of India. Irrfan Khan, the lead star in the hit film ‘Life of Pi’ [2012] was originally from Rajasthan, otherwise known as the ‘Land of Kings.’ Each year this state attracts many tourists and celebrities. Liz Hurley and Naomi Campbell are regular visitors to this historical place.
Its rich culture and influence is clearly woven into the stitching of Aneeth’s clothing label Péro, which literally means ‘to wear’ in the local language of Marwari.
Aneeth is a textile graduate from the National Institute of Design in Ahmedabad. Arora founded Péro in 2008 and has based her business in New Delhi. She has employed a team of eighty craftspeople who produce each seasons collection, which includes creating a range for men, women and the kids.
When asked about her work Aneeth Arora exclusively told DESIblitz:
“I like to travel, observe, photograph, experiencing different culture and its difficult to separate my professional interest from non-professional ones. Because I never feel that I am working. What I am doing is my passion and it never feels like work. I love working in my garden when I want to relax.”
Arora is a defining artist whose definition of the term ‘trend-setter’ is truly trend setting.
Over the years, she has spent time polishing and perfecting her clothing line, taking the characters of Rajasthan and placing them on every fashion high street across the globe. She has targeted major world cities, from London and Paris through to New York and Milan. Forecasting the future of her label Péro, Aneeth says:
“I like the fact that I create my own textiles, before making clothes. It just feels like an artist has the liberty to weave his own canvas before painting on it.”
Her earthy label is hand-knitted, hand-crafted and emotional.
Aneeth Arora told Vogue that she likes “keeping designs real.” As a perfectionist, she is very meticulous about what she does.
“The touch-and-fell quality translates not just into the choice of handlooms I use for the clothes, but also in the way the tiny buttons are wrapped in the finest of muslin,” said Aneeth.
Vogue describes the capsule collection of Péro in these words: “Simple designs- pinafores, fluid pants, voluminous skirts – are layered and patched together like a mood board of rural India…. her collections are almost religious.” That is exactly the description it has been given.
The image sounds almost angelic but simultaneously relatable. It brings together femininity and simplicity and merges them with a versatility to empower the wearer regardless of where in the world they are. ‘God is in the detail[s],’ is what makes these clothes so relative. Aneeth describes them as ‘effortless and comfortable.’
Aneeth has claimed that her inspiration and fascination is derived from the local people of Rajasthan and points to them as the real trend-setters of our time. This is down to their effortless style and trends.
Those who wear her clothing will feel at ease whether they are in the streets of Mumbai, Paris or London. Place, time, age and season do not seem to restrict ideas flowing from Péro. When asked what fashion meant to her, she replied: “Fashion does not mean anything to me… but dressing up is a form of expression to me.”
Aneeth Arora’s idea is to leave a footprint in a world, which is constantly looking to localise rather than globalise.
Péro is sold in over twenty-five countries as Aneeth retails from approximately sixty stores worldwide. To find your nearest outlet, which stock this unique collection, simply leave a message on the Péro Facebook page. Replying to a question about some of her fashion goals, she said:
“What always fascinates me is the presence of a pair of jeans in everybody’s wardrobe; I will wait for the day when everyone has a piece of Péro in their wardrobe, irrespective of their nationality, age, class, gender…exactly like a pair of jeans.”
Aneeth Arora beautifully sums up Péro in the above quote. This explains what it is about and where it is heading.
Her creativity is incredibly motivating and is a story of achievement from which all should take inspiration.
Needless to say, she is sure to succeed and globalise her brand to the point where a piece of Péro is as necessary, vital and versatile as a pair of jeans.
We wish her all the best in her future endeavours.
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