A fashion brand that has made its impression globally and is currently being sold in 20 countries is none other than Pero by the brilliant designer Aneeth Arora. The capricious aesthetic and its light, breezy fabrics, Pero women clothing makes you fall in love with the details.
The word Pero means to wear in Marwari, the regional language of Rajasthan. The brand draws inspiration from what encompasses around, the wearer of the garment can feel the connection to its root. The characteristic of the brand lies in the weaving process, where fabric and materials transfer into the hands of one artisan to the other, taking forth the Indian culture of hand-crafting and designing pieces that are different.
The lady behind the brand is Aneeth Arora, who is a textile graduate from National Institute of Design, Ahmedabad furthermore a fashion graduate from National Institute of Fashion Technology. She describes herself a ‘textile and dressmaker’ and what influences and motivates her most is the attire and dressing customs of the local people, which makes them so effortlessly chic and stylish, hence making them authentic trend-setters of the current times.
The things that are a little unknown about Aneeth are that becoming a fashion designer was never on her radar. With her small stint in Gennext category of the Lakme Fashion Week in 2008 she did not prosper very well at the event as her innovative designs provoked more perplexed looks than praise. Despite a feeble response from the audience, she did succeed to catch the eye of the illustrious Sabyasachi Mukherjee who acknowledged her for her talent to modify something ethnic into something cosmopolitan. She started getting noticed and from producing 12 garments pieces she has now gone up to a 1000. She has also made incursions into the international market, with exports constituting a majority of her business. She likes to call herself a “Textile and Dress Maker” and is not satisfied with the word fashion designer.
To start off we would like to mention that Pero by Aneeth Arora is the 5th best sustainable fashion brands in India.
Pero reinvents classical styles to contemporary buyer’s aesthetics; its sensitivities evoke an impeccable statement in daily dressing. Every season is a spoonful of selections that vocalize comfort in hand-stitched natural materials, exquisitely crafted pieces that not only empower women behind it but append significance for the wearer as well. The brand is deep-rooted in the ideology of up-cycling
Mooching through selected stores for esoteric treasures, amongst other things, the label recreates recyclable materials and molds them into chic, wearable merchandise. Adorned with elaborate embellishment and appliqué craft, the designs are deep-seated in the Indian craft yet paraded on international streets.
The team at Pero strives for one cause, renewing the working space according to the increasing number of people, and a recreational exercise adds brand value. Aneeth believes that when the worker is content it exhibits in the design as well
Aneeth’s brand philosophy of anti-fit, dowdy chic apparel might be a tough sell in India, but her in-depth perception of unique textiles and tenacious efforts to familiarize them has gained her many aficionados overseas, and also assisted her client base to grow phenomenally over the past few years. She has also won copious laurels in the field, such as the Marie Claire for Eco Fashion in 2010, Young Creative Fashion Entrepreneur in 2011, and Vogue India’s first-ever Fashion Fund Award, all of which has inescapably turned her into quite a hot seller in the Indian fashion industry.
The collection preserves a robust ethnicity, with pieced, patched and organized layers, overflowing shirts, fluid pants and frock dresses in indigo, white, black and red, making for an accessible, coordinating collection, perfect for layering and blending and harmonizing.
Floral, checks, embroideries, blazers, maxi dresses, cardigans, and their autumn-winter'18 collection is to look out for. The color palate is amazing and your winter no more about dull colors. Pero by Aneeth Arora is one of a kind sustainable brand which is here to stay.
Check, Pero by Aneeth Arora Catalogue and Read Reviews about the Label on ZeepZoop here : Pero by Aneeth Arora
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