Life teaches us a lot, and when those learning become the guiding force, it’s a sign that you have conquered the battle of both worlds. Meet Ashly Noronha, a 30-year-old fashion designer based in Mumbai, who dreams to spread his unique vision of fashion across the boundaries, just like his unique collection that celebrates Cerebral Palsy with pop prints. At the age when kids are playful in-ground, this young man was busy counting his learning of life and decided to control it all and define his future. And here he is, as a successful entrepreneur, who is here to break the rules and define the world of fashion with his peculiar taste and creativity. TMM talks to him about his unique approach to design aesthetics and more…
Tell us about your journey in the fashion world.
I always knew at the back of my mind that I wanted to work in fashion, but the thought only came to fruition after I graduated with a Computer Application Degree with flying colors! I knew that the only application I had to do was to a fashion school. Long story short, I graduated from a French Fashion Institute – Mod’Art in Mumbai in 2016, and I’ve gone on to work with a host of small and medium-sized brands including but not limited to Vesimi Dubai, Nidhi Munim, The Missy Co. I had my first professional showcase at the Olive Bar and Bistro, The Olive Canvas organized by renowned fashion blogger Ranjit Rodricks in October 2018 and I’ve not had the opportunity to look back ever since!
There are many menswear designers making a mark in the fashion world. What sets you apart?
Where I come from, options for men’s wear have always been limited. It all started with me wanting to counter opinions on the subject that not much can be done for everyday men’s wear. While preparing for my final year collection at the French fashion school – Mod’Art in Mumbai; I introspected on my own style and realised that I often crave a sense of drama when it comes to design aesthetics. This epiphany led me on a crazy journey towards designing men’s wear and eventually became a part of my label’s mission.
What’s in the name of the brand?
Ash.co – I am Ashly Noronha and I am the Company. Almost every aspect of the process of creating clothes is either directly handled by me or by my associates that I have worked with extensively and/or trained.
Throw some light on the prints, techniques, and fabrics you love to play with?
I strongly believe in taking ownership of my work. That is why I’ve branched out to designing prints for the fabrics I use in my work. Some designs are pre-meditated while others are I’ve made on a whim after an inebriated night with friends (and sometimes over a couple of drinks). At the end of the day, it’s all about capturing a moment in time that eventually becomes an outfit. One that is zany, colorful, vibrant and that speaks volumes about the character and taste of the person wearing them!
As for my craft, I would say, silhouettes and prints are my canvas for style. Everything I do to achieve them is part of my technique which extends to my collaborators and team. My prints usually come from extraneous thoughts or life experiences. I use rayon, cotton, up-cycled fabrics, and as much as possible – sustainable raw materials to make wearable objet d’art.
When it comes to art, people often have inspiration. Who inspires Ashly Noronha and how?
I feel my creative energies greatly synthesize with that of the label Duckie Brown. I’m greatly inspired by their silhouettes and the use of colors and the fact that they could never be accused of playing it safe. On the other hand, there’s the British fashion label – J W Anderson whose off-kilter approach to design never ceases to blow my mind.
We heard you celebrate cerebral palsy with pop prints. Throw some light on the concept.
In medical terms, Cerebral Palsy is a condition and a disorder or group of disorders that affects a person’s ability to move or maintain balance. It’s a condition having to do with the brain. Yes, that does sound super scary, but it’s not as complicated as the internet would put it, or I guess I was lucky that I wasn’t extensively affected. I’ve heard my mom tell me stories of how I was born six and a half months and barely fit on her palm. Now that I think about how far I’ve come, it makes me realize the tireless efforts my mom, sister, and family have put in for the sake of my survival and growth. If that’s not pure love, perhaps nothing else is! Since CP played a really important role in my life, I figured I should base my work around it. Yes, I had a very troubled childhood since kids at school would make fun of me and call me names, and the best time for me was when school was finally over. It’s only in time that I realized that CP was taking the best away from me, so that’s when I decided that I would control it and it wouldn’t control me. My prints and silhouettes often depict the glyphs of the constant tug of war with myself, it takes you to places you may have not been, and parts of your mind you may have not tapped in yet. And that’s what my prints and silhouettes do, they make that bit of you feel.
Any style tips for the summer season for men and women too.
Keep it fresh, bright, edgy yet easy. Basically, all things Ash.co! Oh yeah, don’t forget the most fashionable and necessary accessories of 2020 – Masks!
And most of all accept yourself for the person that you are and the clothes you wear will automatically work its magic. The magic that’s inside you reflects on the clothing and don’t worry if you haven’t figured out who you are yet, it doesn’t happen overnight. Just give yourself a chance to find who you are.
Ashly Noronha for TMM
The post My prints usually come from extraneous thoughts or life experiences: Ashly Noronha appeared first on TMM.