Asif Merchant plunged into the fashion vanguard 25yrs back. Merchandiser for an Italian Fashion House that caters to iconic brands like Armani and Versace, he launched his label in 1995 and his collections never failed to stir harried fashion editors or fashion conscious clients, since. There was no looking back — his designs appeared on the cover of Femina, The Man, Women’s Era and Filmfare. He styled Bollywood films and television serials when he was not showcasing his collections in London, Paris, Rome, Mauritius, Dubai, Belgium, Dhaka, Spain, Basel, Kazakistan, Amsterdam and of course India. What’s more he’s been styling for key catalogues and fashion brands’ shows and campaigns. What’s more the campaign he styled for Roopkala won ‘Best Styled Campaign of the Year’.
After checking out the collections, I understood why his ensembles continue to show up on the red carpet flaunted by none other than Priyanka Chopra, Mughda Godse and Prachi Desai. Asif hasn’t lost momentum and an easy glamour infiltrates his fusion bridal couture line. Primarily his focus is on fabrics with a lazor focus on texture and embroideries. For the middle East he focuses on accessory designing — a bit like abayas with a twist. Is it a wonder then that despite labels mushrooming on the fashion landscape, Asif Merchant continues to hit the right notes? He was closely associated with Femina Miss India and is designing the wardrobe for the winner of the pageant… and proud owner of a stunning store launched in in association with SG venture — Saga Couture by Asif Merchant. Won prestigious luxury lifestyle awards Middle East n Africa 2016 under best designer brand category.