Designer Ashish Soni will showcase his sportswear collection in New York today. P. ANIMA learns more about ‘Game On’
Designer Ashish Soni is on a hat-trick. Probably, why his collection this time is pretty sporty. The man who debuted at the much-talked about New York Fashion Week two summers ago is off again to the city with his Spring Summer collection – Game On.
With Indian designers making ripples in London, Paris, New York and Milan, Soni has put himself in a different league by winning a ticket to New York for the third consecutive year.
The game is truly on for him, and his sportswear will show on the ramps of New York today.
From the past
Being a seasoned player in New York, Soni vouches he has learnt from his past experiences.
“The past experiences always help you to build on for the next season,” says Soni.
A better awareness of the fashion sensibilities of the West does not mean one has to make a makeover in terms of style to woo international buyers, feels Soni.
But the key lay in minute detailing that may hit the bull’s eye with the buyers.
“You don’t change your style completely but try and incorporate details that buyers may be looking for that season,” says Soni.
Every fashion week is essentially about the buyers and marketing, Soni seems to believe.
He sees his clothes as the product that needs to be marketed well.
“Each season is a new learning curve behind marketing of the product.
Each season we deploy a new strategy which helps us move ahead much better,” says the veteran designer.
All for sports
This season, Soni’s product is sportwear, a segment in designing which neither he nor other Indian designers have ventured into in a big way before.
“It’s not something that any Indian fashion designer has done so far. When sports borrows so much from fashion, why not the other way round?” he asks.
Game On is an extensive sports collection with 30 outfits.
Further, Soni has tied up with Jaipur-based jewellers Arvino to provide silver pieces to complement his clothes.
The collection is predominantly white with flashes of greys, pinks, creams and blues.
“This collection primarily has lots of cotton and viscose jerseys. There is a lot of sports influence with cut away details and racer backs,” he says.
The show today will prove if the buyers are game for Game On.