India's premier luxury lifestyle women's magazine
Verve People
November 11, 2012

Design Duo

Text by Nasrin Modak. Photograph by Karishma Bedi.

Young, quirky and fresh, Gen-Next designers Astha Sethi and Sidharth Arora’s approach to fashion often gets them strong reviews

Sidharth Arora wanted to be a designer and Astha wanted to be a commercial artist. The schoolmates had framed their aspirations together but landed in opposite tracks. In the process of helping each other on college projects, “we developed the sense of what we like and dislike which helps us define our label today. Our clothes are provocative, bold but balanced to be wearable”.

The Comical Fellow, the quirky and androgynous collection at Lakme Fashion Week “was a dream which epitomised the things we adored as children and left behind. The story we developed was the relationship of a prey and predator, their interaction, behaviour and balance. In the process, we found a muse in Pacman”.
Both have a strong individual sense of style. They believe in being “unique and flaky in a good way” and want to create looks “that would be referred to even after 50 years as a style genre”, says Astha.

Sidharth’s strong sense of imagination also makes him a fair critic. Their work and brand is a culmination of their experiences and yet, they are in a constant phase of evolution. On a rough day, their roles include “being everything from a driver to a pattern master, a store manager, a sales person, a merchandiser, to tailor and not to forget a designer.” On calmer days, it includes “fashion illustrations, sourcing interesting trinkets from markets and buying fish for the office aquarium,” says Siddharth.

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