11:11, Pero by Aneeth Arora and Elton Fernandez
Atosa, the eclectic multidesigner store at 20th Road, Khar (Mumbai) in a coup of sorts, presents the Spring Summer Collections of 11:11, Pero by textile & garment designer Aneeth Arora and a debut collection by Elton Fernandes, the well-known Makeup Artist.
This Preview in Mumbai is a First for all three designers.
A Special Preview was hosted by Azmina Rahimtoola and Aparna Badlani of Atosa to celebrate the launch, over champagne & hors d'oeuvres on Friday 22nd February, 2013.
11:11 collection by Shani Himanshu and Smita Singh Rathore showcased an overarching theme vv-hich resonates throughout the line
is the fusion between the 11.11 visual vocabulary and traditional craft methods, specifically from Kutchchh, Gujarat (India).
Pero by Aneeth Arora presented the romantic woman.
A woman who is a modern day traveller who embraces the contemporary yet keeps her history intact and lives her memory in the present. Asmart gypsy who nonchalantly mixes haute couture with the ones she bought at the flea market, or what she inherited from her grandma Be it a vintage denim jacket or an old piece of lacy lingerie, she puts things together in a way that transforms even the most compelling clothes into something wild yet casual.
Aneeth Arora believes in the organic evolution of design through experimenting with traditional techniques and locally available skills.
Elton Fernandez is one of contemporary India's finest hair & makeup artists who launched his very first collection at Atosa Entirely self- taught, his work is associated with minimalist, elegant beauty. Now, with his first spring/summer collection, he begins his debut in the world of design. He aims to celebrate the simple and arresting nature of a woman's sensuality. With its feminine patterns, the collection embodies class and understated elegance. The embroidery that makes 'Elton Fernandez' the label truly recognizable is unique in design & captivating in aesthetic. The collection's sex appeal rests in its ability to take a backseat and permit the wearer's personality to speak for itself.
"what fascinates is the inspiration from the clothing and dressing styles of the local people, which makes them so effortlessly stylish and trendy, therefore making them real trend-setters of our time, this season", adds Azmina Rahimtoola
Atosa in a short span of time has become synonymous with cutting edge design with a focus on texture and silhouette, and houses some of the leading names in Indian design along with new, upcoming talent one stylish roof. "This season we are proud to present for the first time two designers Aneeth Arora and 11:11, both known for their work with traditional, vintage crafts to create contemporary silhouettes, while the third designer Elton Fernandez makes his debut in the world of fashion with Atosa, after capturing the imagination of discerning divas with his make-up", says Aparna Badlani, Co-Founder, Atosa.
Atosa, Aman Villa,6B Anand Vihar CHS, 2oth Road, Khar West, Mumbai 52.
Tel no: 022 26420888 / 022 8879080331