Braun India Fashion Week London Stands up for Diversity in the Fashion industry

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Braun India Fashion Week London opened its doors today and welcomed a whole host of international, local and NEWGEN designers and models at the ExCel Centre in London. Its mission clear, to introduce versatile, stylish, fusion designs to the discerning British Asian consumer and redress the balance in the fashion industry by providing a representative platform for designers and models.

The launch of Braun India Fashion Week London was led by Bhumika & Jyoti, renowned Indian designers who put environmental responsibility at the heart of their design ethos, their latest collection did not disappoint with a range of opulent gold and cream outfits including sensational lehenga dresses, contemporary one shoulder lehenga ponchos and embellished net capes.

Followed by BiBi London representing a number of fashion designers and presenting the audience with a truly versatile collection from the fabulously floral to the modern ethnic print right through to deep, sumptuous wintery coloured pieces.

The launch event also welcomed two newcomers to the fashion world; Intri Printi and J’Adore Adorn. Intri Printi by Pooja Solanki and Jayant Tripathi, post graduates from NIFT in New Delhi, launched their first ever print centric collection of silhouette styles, a blend of colour waves and isometric shapes perfectly balanced with embellished and embroidered designs.

And J’Adore Adorn who presented bling that quite literally can sing via her collection of diamante embellished necklace headsets, wearable tech has never looked so good, it’s no surprise this launch collection is already being stocked by Selfridges and Harrods.

The final fashion catwalk of the day saw designer Abha Choudhary show off her bold Bridal couture range ‘Suhaag’, followed by Ashok Maanay paying homage to the historic background of our enriched culture, and finally Studio AV’s fresh fusion collection of contemporary designs with a classic twist.

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Abha Choudhary takes you on a journey of a girl who wishes to look like an Asian Goddess on the day of her Wedding and on special occasions like Karva Chauth and Teej, holy days that mark the auspiciousness of being a ‘Suhaagan’.


The true essence of womanhood and the graciousness of being the world’s most beautiful Bride, come together so well in these rich ensembles that are adorned with rich cultural handwork and embroidery. With this collection, Abha represents a rare sense of rich heritage amalgamated with modern silhouettes that the modern South Asian consumer yearns for.

And our NEWGEN designers Ashok Maanay and Studio AV gave us a perfect dichotomy of South Asian fashion; regal traditional to modern cosmopolitan and everywhere in between. These newcomers show just how diverse fashion can and needs to be to cater to the British Asian market.

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