The wine director at her family’s The Leela Group, vegan and raw food entrepreneur with Amai, Vogue’s contributing editor, and now designer with Aligne, Aishwarya Nair Matthew tells us about her latest project that launches at Design One in Mumbai today.
What did you feel was missing in Indian fashion?
Aligne was birthed from a place of spiritual calm. Having a true love affair with fashion, it was just natural to use my knowledge of what I liked and create something new and simple with fresh perspective. With Aligne, the focus is the working woman, and we look into how to adhere to her basic wants for fashion and a holistic lifestyle with our blog. What I found missing was a brand that can seamlessly transition from work to play, and from season to season, at an accessible price point.
What can we expect?
Our key area of expertise is elevated essentials. This came about from drawing influence from my personal journey of being a hotelier with an intensive travel schedule. I wanted to build a brand that looked at how we feel—with the clothes we wear, but also look at how we think. Conscious consumption is our goal, and this in essence comes from the mind. We have pledged to talk about our spiritual journey through all our branding, and are looking to develop a lifestyle house that dwells into beauty and inner well-being products.
There’s a mindfulness that runs through your work, both with Amai and now Aligne. Tell us more about this.
Very much like my vegan brand Amai, Aligne is a labour of love. Both the brands have a strong, manifested philosophy that I hold sacred. While Amai dwells into food and natural consumption, Aligne looks at an external reality of getting dressed. After our clothing collection launch, our next endeavour will be with crystals—and thereafter we are developing essences to elevate one’s mood too.
Where will you be retailing post Design One?
After our launch at Design One in October, we will launch our web portal featuring the entire collection. This is also when we will unveil our, which that features issues that are close to and inspire the working women.
Scroll onwards for a quick peek at the collection.
Aligne’s first collection with be available at Design One on October, 10 and October, 11, at NSCI, Mumbai
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