Aisha Rao: Innovation is at the heart of what we do; we never repeat ourselves

Unique, intricate and eclectic – it beautifully sums up couturier Aisha Rao’s design philosophy.

Ahead of the launch of her store in Delhi, the Hyderabad-based designer shares with News18 about the vision of her new store, the brand's sustainable practices, bridal couture tips for the upcoming wedding season and the completion of 5 years in the fashion industry.

Your brand has been in the fashion industry for 5 years, how would you define your design aesthetic in 2024?

As we enter our sixth year, our brand has forged a distinctive identity in the fashion industry. We are often described as “different” – a term that perfectly captures our approach. We are not afraid to embrace bold colours and experiment with traditional embroidery, reimagining them with a contemporary twist. Innovation is at the core of what we do – we never repeat ourselves. Every collection, photoshoot, garment and now even our stores tell a cohesive story that continues to push boundaries.

Sustainable fashion is your forte; how have you managed to remain conscious and responsible with regard to consumption and the environment?

I want to be completely honest. When I started, I had an idealistic vision of creating a recycled luxury brand with a “zero waste” approach. However, as we grew and handled larger orders, we ran into challenges in finding the “perfect waste” for repeats. To address this, we introduced printed versions of the same designs and explored similar alternatives. This allowed us to maintain our commitment to sustainability without

Without compromising on quality or authenticity, at Aisha Rao, we have redefined luxury with a purpose, carefully balancing sustainable business practices with environmental responsibility, whilst avoiding the risks of greenwashing.

From the catwalk to social media, as a brand, do you think the industry needs to change, based on how high fashion is perceived today?

Of course it does. Running a fashion brand demands excellence on both the commercial and creative side. Running a couture house with over 200 people before we even reached our third year in the industry has required immense courage, consistency and resilience. Constantly innovating in design whilst managing the complexities of a growing business is no easy feat, and it’s time the industry recognised the dedication and hard work that goes on behind the scenes.

What made you decide to bring your designs to Delhi?

Delhi has always been a key market for us, as a significant portion of our sales come from here. We have had a strong presence in Delhi from the beginning, with two stores in the city, including one in Emporio. It seemed natural to return to Emporio for our B2C store, as it is the perfect place to reconnect with our loyal customers. This store is just the beginning; there are many more exciting expansion plans in Delhi ahead.

Tell us more about the vision behind the new store?

Our DLF Emporio store, although the smallest (60m²), is a true example of innovative design. We made the most of the linear layout by creating compartments and portals with blocks of colour, each accentuated by strategically placed mirrors that give the illusion of infinite space. It’s a unique experience that really has to be seen to be believed!

For the upcoming wedding season, what bridal couture tips would you share?

For the upcoming wedding season, I recommend a balanced mix of classic and experimental pieces. Brides should combine soft pastels with bold pops of color and take the opportunity to express themselves uniquely at each event. It's important not to take too many risks – this is the perfect opportunity to explore different styles and experiences. Most importantly, stay true to your own personality and don't give in to external pressures. Your bridal look should reflect who you are, not just what others expect.