Fareeda Khan's got you covered with clothes for all seasons
Hailing from a background of interior design and having been in the fashion industry for nine years now, Fareeda Khan believes that one thing common to both the fields is art. Founder of International Institute of Fashion and Design, she has opened her multi-designer boutique, Aquaab in the city. This week-old store on Poonamallee High Road spread across 2,600 sq ft is located inside her fashion institute.
Like the name Aquaab which in Persian means an eagle with an eye for detail, Fareeda shares that all her designs are curated keeping weather conditions in mind. “I’ve kept the decor very minimal so it does not overpower the collection. And you can expect simple and sustainable garments in light fabrics,” says the Chennai-based designer. The outlet has about 18 designer brands with 300 indo-western pieces on showcase, along with accessories and clutches to pair with each outfit.
Bend the trend
The store is a mix of subtle Indian shades like off-whites and golds made of sustainable fabrics of jute and cotton from designers like Kolkata-based Sneha Arora, Delhi-based Rajdeep Ranawat, Dhruv Kapoor and many more. Fareeda tells us that there will be more separates that can be worn and styled differently like a mix and match. The ongoing collection will be replenished every season based on what is trending. Ultimately she thinks that the clothes we wear must be natural, flowy, soft on your skin and speak for themselves. Having been an active part of the London School of Trends and Lakme and Amazon Fashion Weeks, Fareeda says “I have 350 students who are aspiring to be successful designers in my institute. The design is not just about clothes but those of us in the field, it is about touching the lives of others through our creations. And if I find a gem among my own students, then I would definitely encourage them to showcase their line on the ramp in my newly opened store.”
Beyond the wardrobe
Taking it one step further, with an intention to share the stories behind the designs, she says, “Fashion designing is like a dialogue between people from various backgrounds. If a designer comes up with a line, there is a huge inspiration and a collective process behind it. People need to appreciate and understand the elements of it and know what they are paying for.” Six months down the line, we can expect another outlet in OMR and the brand will make its presence online as well.