Ladybrille® Blogazine


Tuesday, February 12, 2008

Ladybrille Woman of the Month, Kaushie Adiseshan Kaushie! How are you?
Kaushie: Doing Great! How are you Uduak? Great, thanks! Tell our readers a bit about yourself.

Kaushie: I was born in Bombay, India, and educated in Bombay and San Francisco. I have studied fashion, fine art, photography, the piano, and Indian classical dance. I am the Founder and Designer of Pink Elf, a company that creates contemporary women’s apparel and accessories. Kaushie, you fascinate me. Most so called third world designers want to show their designs in the USA or European markets. You are based in the USA but frequently target and show your work in India. Why is that?

Kaushie: The Indian fashion industry used to cater mainly to special occasion and heavily embellished clothing. But now it has moved away from that and is getting into mainstream fashion. It is a very good opportunity to build a brand in India. When opportunity knocks, you must open the door! True. Especially from an Indian designer perspective what are the challenges you've faced in your business of fashion, if any?

Kaushie: As a designer and an entrepreneur there are many challenges you face. One of the greatest challenges is getting retailers to adopt your product especially when it's brand new. Enlighten us a bit. What would you say is the current state of fashion in India? Tell us a bit about the fashion industry and fashion weeks like Lakme & Indian Fashion Week.

Kaushie: India has moved from creating just special occasion clothing to ready to wear clothes. Thanks to Lakme fashion week and India fashion week for promoting this. If India wants to grow this into a multi billion dollar industry like the United States or Europe, this is the right direction. Now you have been showing at Lakme Fashion Week for two years? How did the opportunity come about?

Kaushie: I was invited to participate by the organizers. Let's talk about importing/exporting of your garments for your brand Pink Elf What are the challenges you face, if any?

Kaushie: The only challenge I face right now is that the customs duties are very steep and I am very hopeful that they will come down in the next couple of years. The name "Pink Elf," how did it come about?

Kaushie: As a child I grew up reading British author Enid Blyton. A lot of her books have many magical characters such as elves and pixies. And who doesn't like a little bit of magic! Pink Elf stands for playful and elegant. How receptive are American 'fashionistas' to your designs?*
Kaushie: It has been very positive and encouraging! Pink Elf fashions are available at fine boutiques in San Francisco, Chicago, New York, and Washington DC. Kaushie, Western fashion markets are so saturated with numerous fashion products outsourced by American fashion companies to India. What's your take on that? Do you feel Indian designers in the USA & India can effectively compete for the same market share when let's say, Oscar De La renta, is already showing similar work with Indian embroidery or detailing in Western markets?

Kaushie: While some of my designs have an Indian influence, I'm not boxing myself into any category. My designs compete on elegance, flair, and versatility, and are aimed at a younger demographic. Let's talk Africa for a minute. Especially in South Africa, you hear of some amazing blend of Indian and African fabrics to create spectacular designs by Indian designers based in Africa. Have you thought about sampling African prints/ fabrics in your collections?

Kaushie: I would love to incorporate African fabrics and prints into my designs. I am always looking for something new! As a business woman, what is the most important tip you can give our readers who want to follow your footsteps?

Kaushie: Do your homework but trust your instinct

~Uduak Oduok


Sam Oracle said...

Fashion, Fashion, Fashion.

Nice achievement, hope you climb to greater heights.

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