THE BRAND EDIT: A FOR AAYLIXIR
Gone are the days when you would just pick up a clothing item solely based on the way it looks. Like everything else in life, substance matters. The brands needs to entice you with its story and inspire you to an extent that you want to feel it, wear it and own it. Smart consumption is on the rise and the business of fashion is no exclusion to this. But in this age of social media, how does a brand inspire you?
Sure, cultural relevance, novelty, branding is imperative but the key factor still remains Connectivity. A connect that familiarises you with the brand and lets you feel like it is an extension of your personality, is a winning aspect in the list of decisive factors of whether to buy or not to buy.
Aaylixir – a brand I came to know about, just a few months back, fits the bill of acing the brand connect test. Not because the brand has used some fancy marketing or branding techniques, but because of the message it unfolds. The founder/designer of the Aaylixir - Naveem Sheikh, sets an example for all of those who believe in the power of their dreams. Naveem, who hasn’t been professionally trained in the field of designing, decided to pursue her dreams regardless of any inhibitions. She followed her inner calling and taught herself all that one would learn in design schools. From designing to pattern making to executing a flawless show during fashion weeks, she’s done it all and done it with utmost grace.
It was during my second or third meeting with her, when she revealed her story to me (unintentionally) and it was this emotion of resolute belief that made me connect with the brand. I could see and spot a side of myself in her and her brand’s story. I could easily see what was common between me, my thoughts, her and her brand values. And that is exactly what connected me to Aaylixir – the emotion of aspiration, determination and belief.
Aaylixir is an extraordinary vision of an ordinary woman who believes in the beauty of her dreams, just like you and me.
(Coat & Skirt - Aaylixir)
(All pictures by Sankha Bhattacharya, All editing by Monica)