Aneeth arora

Secondary research on the Indian designer and the founder of the brand "Pero"

1. ANEETH ARORA

2. EDUCATION
•Admitted to JJ School Of Architecture after
schooling.
•Attended a short bachelor’s course at NIFT, Mumbai.
•Pursued her Masters in Textile Design at NID,
Ahmedabad.

3. FROM AN EMPLOYEE TO GOING SOLO
•Started using paper as a textile!
•This lead to her first job in a paper company.
•During the course of this job, she was called on
by the LakmeFashion Week.
•Regardless of the poor response from the
audience, she was appreciated by Sabyasachi
Mukherjee.

4. •2009 saw the launch of her label Péro.
•The label reflects her inspiration for clothing,
which is largely derived from the local people,
who according to her are effortlessly stylish
without even knowing it.
•Arora's brand ideology of anti-fit, frumpy chic
clothing.

5. AWARDS
•Marie Claire for Eco Fashion in 2010
•Young Creative Fashion Entrepreneur in 2011
•Vogue India’s first-ever Fashion Fund Award

6. LakmeFashion week 2016

7. LakmeFashion Week 2016

9. “Péro is for the wearer who is comfortable in what
she is wearing. Before style, comfort is her priority.
Our design philosophy is all about attention to detail
and adding a personal touch to your clothing. It’s
about being effortlessly stylish, rather than putting
too much effort into what you’re wearing.
-ANEETH ARORA ”

10. SUPPORTING SUSTAINABLE FASHION
•Uses crafts with sustainable methods.
•Takes up social media to promote it.
•They are connected with Good Earth association.

11. INSPIRATION
•Aneethlikes to call herself a “textile and dress maker” and
what inspires her most is the clothing and dressing style of
the local people which makes them so effortlessly stylish
and trendy, therefore making them the real trendsetters of
the time.

12. SWOT ANALYSIS

13. STRENGTHS
•Her in-depth understanding of unusual textiles has earned
many fans overseas.
•Has also helped her expand her client base globally.
WEAKNESSES
The brand is very tough to sell in India, specially in the
mainstream class.

14. OPPORTUNITIES
•She got a change to showcase her designs in The Victoria
and Albert Museum, London.
•Is appreciated by both Hollywood and Bollywood actors.
THREATS
-It has less chances of being popular in India.
-Her marketing strategy might distance her from the
mainstream Indian Society.

15. COLOUR PALETTES AND ELEMENTS
(Inspired by Péro by the designer at Amazon India Fashion Week autumn/winter 2016)

16. COLOUR PALETTE
WHITE RED BLACK INDIGO

17. ELEMENTS (PATTERNS)
B/W STRIPES WINDOWPANE CHECKS GINGHAM CHECKS POLKA DOTS

18. ELEMENTS
WHITE CROCHET POPPIES
LACE WORK INDIGO DENIM

19. ELEMENTS
DENIM JACKETS
LOOSE WOOLEN
SOCKS
BOOTS
PIGTAILS
FRECKLES

20. PRINCIPLES OF DESIGN
•BALANCE: No Balance in the collection. The designs are abstract.
•EMPHASIS : Emphasis on selected coloursand check patterns.
•VARIETY : Less variety. Mostly oversized clothing.
•RHYTHM : Rhythmic collection.
•UNITY : The collection is uniform and in unity.
•PROPORTION : The designs are proportionate to each other.

21. Amazon Fashion Week 2016

22. Amazon Fashion week 2016

23. A few samples from

37. ANEETH ARORA :
LIFESTYLE AND WORK APPROACH

38. §Oneofthefewtalentedyoungsterstojointhe
fashiondesignbandwagon,AneethArorahasmade
animpressivemarkintheIndianfashionindustrywith
herout-of-the-boxconceptsandimpressivedesign
techniques.
§itisdifficulttobelievethatAneethhadalmostno
sartorialinterestsinherchildhooddaysandwould
evencringeattheideaofevensewingabuttonon
tohershirts!
§Shestrivestobalancefashionwithtradition,making
everydaydressingfunandtrendy.Thefoundationof
herdesignphilosophyisthatLessisMore,which
reflectsinherdesignsaswell,withclothesexuding
versatilityandcomfort,butalsocarryingakeen
attentiontodetail.

39. Aneeth lives walking distance from her studio
and prefers to make tea and serve food
herself with no help.

40. (Left) Her fridge is covered by memorabilia from her travels and images of
her friends shot on polaroid.
(Right) The coats rack was seen on one of her shows at Wills Fashion Week
where models dressed themselves
with an outer layer on stage right before walking on the runway.

41. •Aneeth collects glass bottles. wine bottles,
jars, perfume bottles
and even a lone Thumbs
Up in the mix.
•Numerous books cover the living rooms in her home.
Mostly about art, textiles,
jewelery, craft and cultures.
•Twin persian cats have found a cosy nook in the
apartment,
which is upholstered with hand patterned fabrics –
some
which are left over from past collections.

42. Aneeth in her vintage red ambassador with red heart
helium balloons –idea by her talented friend Imcha
Imchen.

43. WORK SPACE
AND
ENVIRONMENT

44. §Unlike many of her contemporaries, she prefers staying
in the background, working with her trusted team of
artisans, who understand her design sensibilities.
§In a world where fashion seems to be dominated by
temporary trends and global generalisation, where you
can hardly tell the difference between one item with
the other, one designer with the other, it is really
refreshing to see labels like Péro where the designer
takes inspiration from her own surroundings, putting her
heart in each and every one of her pieces.
§ANEETH ARORA is also one of the designers that makes
sure that the craftsmen working for her are supported
in long term.

45. §Aneeth believes in better working conditions as she quoted :“ it
becomes imperative that Pero showcases how it does things
right from the inception stage till when the outfit is ready to be
worn. So ,I believe when my workers are happy my work will
smile.”
§She also plans for visits and vacation for her crew members
after every fashion show.