Meet the ASOS creatives behind the South Asian Wedding Collection
Meet the ASOS creatives behind the South Asian Wedding Collection
Previously, if you wanted to buy traditional South Asian clothing, you might have journeyed to Wembley or Green Street, or maybe even waited to rifle through the suitcase of a family member that returned from a trip to South Asia. However, now with ASOS’s newest South Asian wedding collection, you can very simply order a Sari for next day delivery.
Since Kishan Patel-Kerai, Assistant Merchandiser at ASOS, first pitched the idea in 2019, ASOS has committed itself to creating something that authentically spoke to the South Asian community. So then came the South Asian sounding board, a team of in-house creatives from South Asian heritage that worked to develop the line, ensure the cultural accuracy of the garments and collaborate to bring the collections to life.
Speaking to Chandni Bulsara and Geeta Gohil, both Assistant Merchandisers at ASOS and key members of the South Asian sounding board, it was evident that the collection speaks to more than just fashion. It is a way to showcase the deep and diverse creativity that the South Asian community has to offer, build a truly inclusive space and use ASOS’s wide customer reach to amplify deserving talent.
Below, we get to discuss this very sentiment, exploring not only what it meant to be a part of this on a creative level, but on a personal one too.
How did you get involved in the South Asian sounding board?
Chandni: An email was sent out inviting people to get involved in the project after Kishan’s pitch was accepted by ASOS. Geeta and I have been friends in the company for a while, but didn’t know the other was signing up, so it was exciting to find out we were going to get to work on this together. And Geeta has played a significant role in building ASOS’s collaborations with brands for the project.
Geeta: So, I’ve always worked with women’s wear brands. I thought that since we had a successful ASOS design range, why not take it one step further and try to reach out to brands? Me and Chandni both follow so many South Asian owned brands that are quite small and just starting up. I saw this as a good opportunity to get them on ASOS, a huge platform that provides visibility.
Who are some of the brands you collaborated with?
Geeta: We worked closely with each brand to create their individual range by providing them with a brief and showcasing the work of ASOS Design and our previous partners. We also asked them to send over their mood boards, which we used as inspiration, while also drawing on their brand identity. By doing so, each brand was able to develop its own unique range with authentic pieces that set them apart.
For instance, Kanya London is known for their simple satin saris and Western fusion range, while Maya is recognised for their sequin ranges and tulle skirts. We also collaborated with the brand A Star Is Born, which manufactures in India, creating the perfect bridal and wedding guest range by adding the right level of embellishment.
Each brand was given the freedom to incorporate their own individual ideas, allowing them to grow and develop their own brand identity within the South Asian range.
What was the process like?
Chandni: The ASOS Studios team really worked on making it a ‘business as usual’ process, making sure everyone involved knew the product well and knew how to style it. People took the initiative and really tried to educate themselves about South Asian culture.
Geeta: You could see this especially on shoot day. When I arrived on set, the stylist had already pleated the Sari, there was a lot of consideration given to ensure everything was done right. It wasn’t just a matter of shooting and being done; every detail was given attention.
Chandni: It’s empowering to see the whole project come together and to see our ideas and efforts realised. But even more so, it’s important for customers to know that the range was created with the support of South Asian ‘ASOSers’ who understand the nuances and intricacies of the culture.
What was it like working with a group of South Asians and being able to collaborate together?
Chandni: As an ethnic minority, it has been challenging to find representation within the fashion industry. I’ve been in fashion since I was 18 and during my university studies, there was a lack of diversity. However, I’m now seeing more role models, influencers, South Asian brands, and representation in marketing, which is great for the younger generation. It also makes fashion a potential career option for more people.
Geeta: It has been positive for us to have this platform to share our voices and ensure our representation. At the end of the day, we just wanted to make sure that we were represented and finding other ASOS employees who are also South Asian has been empowering, as Chandni mentioned. It feels like we are being represented.
I know this is a hard question, but do you have a favourite piece?
Chandni: The royal blue Lehenga is just the winner for me. Every time I see it, I think it’s so beautiful. It’s designed by Nasal’s Design, and it’s definitely my favourite.
Geeta: It’s difficult because we have so many beautiful designs, but I’ve become very attached to the brand. Kanya London is one of my favourites because it’s beautiful and simple. And if I had to choose one piece, it would be the black satin Lehenga.
It is clear that when brands like ASOS support initiatives like this, it aids the wider conversation about how we can authentically support diverse communities. ASOS’s South Asian wedding collection is an innovative example of how one can use their platform to build space for deserving talent, collaborating with the South Asian creatives to build something the community can be proud of.
