Pritha A’s studio is brimming with luxurious silhouettes for women.
Asymmetrical capes, lavish lehengas, flowy palazzos and the works. But she insists it is the men’s wear that she enjoys designing the most. The designer started her label Asat in 2011. “It is a Sanskrit word that roughly translates to an idea that hasn’t been imagined yet,” says Pritha.
A heavy embroidered silver lehenga occupies one corner of the studio. “That is the one piece that I designed for myself and only for me,” laughs Pritha, adding, “It took six karigars 45 days and 2,500 hours to embroider it.”
It is ironic that she does not like heavy work and does bridal wear very hesitantly. “I much enjoy dressing up the bride or groom’s sister or brother. My entire point is to dress people in light and fun clothes,” she says.
Collections from Pritha A’s label ‘Asat’
Her first year in the business was spent dressing her entire family as part of R&D. She started out with casual western wear for women. Shortly, Pritha realised that it did not excite her at all. She then got into creating Indian wear for men and women.
“There is so much that goes on in women’s wear with colour, embroidery and dupattas that even if you make a little error you can cover up. But there is no margin for error in menswear. You have to be precise,” she explains.
The simplicity, the cuts and the crispness of men’s shirt is what she likes. “I do four capsule collections for men every year and two for women,” she says. Her latest is titled ‘Jazba’, and was first showcased at a popup in Washington DC. It features gauzy capes and gossamer georgettes in shades of dusty pinks and soft greys, coupled with Nile blue and burgundy. Banded shoulders and yokes are a new garment construction she has tried for the first time in this collection. “We paired them with aslant capes and draped pants.”
Asat also has a range for kids. It comprises shirts, bandhgalas and coats among others. “Everything I make for their fathers, I make it for junior too,” she laughs.
The label is on Instagram as asat._.official
