Shop Report – Ashish
The brand Ashish is known for its unique designs using sequins. In this shop report, the brand’s ethos & values, communication - retailing and e-tailing, consumers’ identities, price architecture, and competitors will be discussed.
The designer Ashish Gupta was called “The King of Sequins” by the media, and it clearly shows the style of his designs. Born in India, he studied fine arts at the beginning, and then went to the UK to study fashion. He studied Fashion BA in Middlesex University, after that he took his MA degree in Central Saint Martens. His cash and portfolio has been stolen when he was going to an interview with a design studio, after graduation. As he said, this experience changed his life a lot as he might end up with a T-Shirt designer or something. It made him look at things differently.
He then started to make clothes for his friends, until he was being spotted by Yeda Yun of Brown Focus who placed his first order in 2001. The success coming afterwards from his sequin fashion made him into the list of every London Fashion Week since 2004, and his designs are selling in 17 countries and stocked in Selfridges, Brown Focus and Harvey Nichols.
Ethos & Values
Gupta is hugely influenced by both Hollywood and Bollywood style. Reading of his mother’s western fashion magazines ‘were a scapegoat and exploration into world of fantasy’ he says. He designs show how he combines different culture that he absorbed in his childhood.
‘The sequin fascination was established in my final master’s project at my time at Central Saint Martin’s. “Dorothy and the red slipper”, the 7 inch heels dipped in red glitter sequins, was where I recognised a gap in the market’. Ashish saw a niche where sequins could be used in a different context. ‘I wanted to get away from the whole cocktail dress and sequins idea from the 80’s; some were horrified, but others loved it and it was what I became known for’.
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