Founded by Ayesha Farook Hashwani, AFH was launched in 2005. Since then, the label has been known to effectively strike a balance between urban elements and classic detailing. Talking about her FPW A/W 2014 turnout, the designer commented, “the response was excellent. Reviews were excellent, from Twitter, to other social media responses, it was great.
According to Hashwani, a lapse of a year in between showcasing her collection on the ramp, was due to major expansion issues. From launching her E-store in October 2013, to having an actual space in Dolmen, Clifton by January 2014, its been a highly hectic routine for the designer.
Her store, located in Dolmen, Clifton, offers a prêt collection for consumers looking for trendier patterns. “It’s a casual line; we have embroidered tunics and have designed keeping cuts and shapes in mind. People will like to wear it, either for a posh dinner or as day wear.”
Though her joras are trendier and not traditional, she doesn’t do too many bridal ensembles. She stresses mostly on heavy embroidery and cuts.
