Global Soul, Indian Heart – The Aakarshan Way
From vivid hues to regal silhouettes, Aakarshan by AJ is redefining Indian fashion for a global audience. Designer AJ’s path—from graduating at ESMOD Paris to making a mark on Dubai’s fashion scene—is a journey of passion, resilience, and creative vision. Each design seamlessly blends cultural richness with a bold, contemporary twist.
Your journey began in 2012, following graduation from ESMOD and an award-winning collection. What inspired the launch of Aakarshan in Dubai, and what were the early challenges?
After graduating from ESMOD in 2012, I initially aimed to gain experience with established designers. However, most opportunities available didn’t align with my aesthetic. I’ve always been inspired by Indian craftsmanship—the deep richness of our textiles, the vibrancy of colour, and the timeless beauty of traditional techniques. Yet, I wasn’t finding a creative space that allowed me to fully explore this vision.
That led me to take a leap of faith and start my own label in Dubai. At the time, there weren’t many Indian designers in the UAE market, so I was stepping into largely uncharted territory. I had minimal business knowledge, and every step was a learning curve. There were many challenges and setbacks, but each taught me something valuable. Looking back, those early struggles were essential in shaping both myself and the foundation of Aakarshan.
Your work is said to tell stories through unique colour palettes and silhouettes for the Indian diaspora. How do you integrate storytelling and cultural elements into your collections?
Each collection begins with a story—often rooted in emotion, memory, or cultural symbolism. As someone from the Indian diaspora, I understand the longing to stay connected to our roots while living a modern, global life. This duality greatly informs my designs.
I draw from traditional Indian textiles and craftsmanship but reinterpret them for today’s Indian woman living abroad. Whether it’s an embroidery style, a nostalgic colour scheme, or silhouettes that blend comfort with grace, every detail is chosen to spark memory and emotion.
My creations are more than fashion—they’re expressions of identity and heritage. They empower women to embrace tradition while making a modern, sophisticated statement.
Aakarshan’s designs balance vibrant, playful aesthetics with calm, regal elegance. How do these dual personalities influence your creative direction?
These contrasting energies reflect who I am, both as a designer and a person. The vibrant, playful side represents bold expression—bright colours, striking patterns, and modern cuts. It captures the spirit of the confident, global Indian woman who’s unafraid to be seen.
At the same time, I’m deeply influenced by traditional Indian fashion, which is refined, elegant, and full of legacy. This side comes through in rich fabrics, intricate embellishments, and timeless silhouettes.
When I design, I blend both dimensions—mixing heritage embroidery with edgy cuts or fusing jewel tones with neon accents. It’s all about balance.
You’ve cultivated a global clientele. What strategies help you connect across different cultures and markets?
Growing a worldwide clientele has been a mix of organic evolution and thoughtful planning. I believe in storytelling through every aspect—fabric, design, and emotion. Fashion is deeply personal, so I strive to create pieces that resonate universally.
Understanding local lifestyles, climates, and cultural preferences helps me design more intentionally for different regions. Customisation options, flexible services, and responsive customer care are all part of creating a personalised experience. The goal is for every woman, no matter where she lives, to feel seen, valued, and beautifully dressed.
Your designs span fusion, Indo-Western, and ethnic wear. How do you blend heritage with contemporary trends?
For me, it’s not about choosing between modern and traditional—it’s about celebrating both. I’m deeply proud of Indian craftsmanship and enjoy bringing it into today’s fashion conversation.
We use age-old techniques like hand embroidery and classic draping, but introduce contemporary elements—unconventional cuts, modern fabrics, or global influences. For example, a saree might be paired with a corset-style blouse, or a lehenga might be crafted from metallic fabric.
The idea is to make Indian fashion wearable, relevant, and stylish while staying true to its roots. Every collection includes both bold reinterpretations and timeless staples to cater to varied preferences.
What’s ahead for Aakarshan by AJ—new lines, sustainability efforts, or collaborations?
A lot of exciting things are in motion. Sustainability is becoming a core focus. We’re working towards more conscious production methods, including repurposing leftover fabrics to reduce waste.
We’re also expanding our range—introducing an accessories line and exploring collaborations, particularly with creatives and influencers. I’m drawn to immersive experiences like art-inspired pop-ups and curated trunk shows that merge fashion with storytelling.
Our aim is to evolve without losing sight of our essence—to continue pushing boundaries while elevating Indian fashion on a global scale.
You’ve said that if not a designer, you’d be an artist. How does your art influence your fashion?
Art has always been my first love. Painting, doodling, playing with colours—these are more than hobbies; they’re an extension of how I process the world. Often, a sketch done late at night inspires a print or even an entire collection.
For me, art and fashion are two sides of the same coin. Both are driven by emotion, instinct, and vision. Designing clothes feels like painting with fabric. My artistic practice fuels creativity keeps me inspired and helps me navigate creative blocks. It’s a constant dialogue between brush and stitch.