One of India’s top fashion jodi, Ashima and Leena Singh, has parted ways. Karan Bhardwaj tells you about their future plans
Designer duo Ashima & Leena, who worked together for over 20 years for their eponymous brand ‘Ashima Leena’, has split. The brand has gained global repute in the last two decades, mastering in Indian bridal wear laced with unique embroideries. While Ashima Singh was the creative force of the design section, Leena took care of the business and management part of the brand.
What led to break-up?
A source close to the brand told Born of Web that the designers, also sisters-in-law, mutually agreed to part ways due to growing creative differences. “Both of them were going in different directions. Their visions had begun to clash. So instead of fighting against each other, they decided to call it quits. Now both of them can pursue their ambitions separately,” said the source.
What will happen to the brand ‘Ashima Leena’?
No, the brand is not shutting shops. The source told Born of Web that Leena Singh has taken over the brand and will continue to work under the brand name ‘Ashima Leena’. However, it is yet not clear if the brand has or is going to introduce change in the design philosophy. When Born of Web contacted Leena Singh, she refused to comment. The Facebook page, on the name of ‘Ashima Leena’, which has a display picture of Leena Singh, has invited fashionistas to explore their Spring Summer collection at DLF Emporio, Vasant Kunj, between February 26-28.
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What will Ashima Singh do now?
The source told us that the split has not deterred spirit of the designer. We have learnt that Ashima Singh has launched her eponymous brand. She even featured her first collection earlier last month at her store at the Visaya Hotel, Panchsheel Park. She is kicked about starting all over again and has chalked out massive plans to launch ‘Ashima Singh’ in multiple cities. She is also expected to ‘enter into pret wear and reach out to a large number of people’.
We wish good luck to both the designers!
