Sandeep insists, “We don’t do computerised designs. They are not snobs.”When the duo started their label 34 years ago, fashion wasn’t a vibrant industry. He wasn't academic, his textbooks were filled with doodles and sketches, an early sign of a born artist. “So when we started something new, we thought we’d name it Asal, the real thing,” laughs Sandeep, seated in the tastefully designed studio inside the store. And why not? Their focus has always been the woman. “We were glorified For the untrained Abu and Sandeep, what triggered the interest in fashion? Back then, I thought I don’t want to be just another Sandeep Khosla in the world of Sandeep Khoslas at age 40.”A game changer in the AJSK journey was when Sonam Kapoor wore their sari with frou for the red carpet at Cannes. It’s so boring to hear about knee pains or sagging cheeks,” Sandeep guffaws, signing off.You have reached your limit for free articles this month.Find mobile-friendly version of articles from the day's newspaper in one easy-to-read list.Move smoothly between articles as our pages load instantly.Enjoy reading as many articles as you wish without any limitations.A one-stop-shop for seeing the latest updates, and managing your preferences.A select list of articles that match your interests and tastes.We brief you on the latest and most important developments, three times a day. We promise to deliver quality journalism that stays away from vested interest and political propaganda.Your support for our journalism is invaluable. ABU JANI AND SANDEEP KHOSLA. *Our Digital Subscription plans do not currently include the e-paper ,crossword, iPhone, iPad mobile applications and print.

We have been keeping you up-to-date with information on the developments in India and the world that have a bearing on our health and wellbeing, our lives and livelihoods, during these difficult times.   | Photo Credit: Sandeep Khosla breezes into the ‘Asal’ store hours before its launch in Hyderabad, dressed in a white shirt. 33 years later, fashion designers Abu Jani and Sandeep Khosla credit their continued success to their forever muse — India

One who expects and deserves unparalleled quality and impossibly feminine clothes. He and Abu grew up on Hindi classics like The designer duo have come a long way. “Abu was less ambitious of the two. Powered by Future Media Technologies They loved the AJSK story but found it too expensive, because everything was handmade,” he says. Whites have played a significant role in the rise of Abu Jani and Sandeep Khosla label. Printable version | Aug 13, 2020 6:24:09 AM | https://www.thehindu.com/life-and-style/fashion/fashion-designers-abu-jani-and-sandeep-khosla-launch-their-label-asal-in-hyderabad-to-cater-to-an-aspiring-clientele/article30769765.ece You can support quality journalism by turning off ad blocker or purchase a subscription for unlimited access to The Hindu. A blessing in disguise since it allowed him to move towards the field of fashion design.

Their clothes are a unique meld, using the finest fabrics as a canvas, which comes alive with exquisite embroideries and intricate embellishments to create what have been described as modern masterpieces. Sandeep credits Abu to be the more creative one of the two, and mentions how he sketches the embroidery pattern outlines for each of their collections. I wanted to be someone important. As a subscriber, you are not only a beneficiary of our work but also its enabler.We also reiterate here the promise that our team of reporters, copy editors, fact-checkers, designers, and photographers will deliver quality journalism that stays away from vested interest and political propaganda. Subscribe to The Hindu now and get unlimited access. Their sensibility is distinctly and unabashedly Indian, and draws deep from the richness of India's heritage.Best known for their revival and reinvention of ancient techniques and embroideries including Chikankari, Zardozi and Tharad, the Abu Jani Sandeep Khosla label is internationally feted for its classical elegance.

They just focus on the next big thing for their label.Abu and Sandeep have been catering to Hyderabad buyers and Sandeep terms Hyderabad, as an evolved market that doesn’t compromise on quality, “People here love the good life — amazing food, they party during the week, are well travelled, and still simple at heart.

Sonam wearing our sari at the Cannes brought in the young energy, and then we designed for Asal and Gulabo were introduced to focus on the young audience. It’s laborious.” The duo laugh it off or get annoyed when someone posts an AJSK jacket worn by Amitabh Bachchan and claims they’ve made it. It’s still a craftsman who’s doing machine embroidery.” Their signature techniques, like the mirror work, found its way into Asal. His team wants him to change into something dressier, but he prefers the fuss-free white shirt. Designer Sandeep Khosla looks back at the success of his three decade old label in partnership with Abu Jani, and talks about diversifying to cater to the young Mirrors were the highlight for an ensemble for Madhuri Dixit in Talking of Asal and knock-offs, Sandeep explains how the design house’s legal team monitors social media and sends legal notices to those who copy them and adds, “they just disappear from social media for a while; it’s impossible to track everyone who rips off our designs. Our plans enhance your reading experience. Sandeep Khosla is a noted Indian fashion designer, who co-owns the label, Abu Jani-Sandeep Khosla.

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