The Three Elements to Keeping Fashion Current with Abhishek Advani

The founder of the luxury menswear brand ‘Advani London’ Abhishek Advani has learnt the mechanics of the fashion industry for over seven years and discussed with MyComeUp how important it is to value self-expression as a key element of both fashion and ultimately society. Having chatted with Advani we’ve established the three main components that are keeping fashion current.

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1. Ensure sustainability is the focus 

In the words of Advani ‘everyone has a different version of a sustainability story.’ Above all Advani London tries to incorporate an Indian craftmanship ethics into mainstream fashion. The most important aspect of this is not to overproduce pieces that get thrown away. The designer makes an effort to manufacture items one at a time; some are made to measure and some ready to wear this way clients have pieces created for them which they can keep for a lifetime.

Advani believes fashion should be seasonless. He tries to apply this concept in his own company, so pieces are available all year round and not just removed or added for the sake of it. Since founding the luxury tailored menswear brand in 2014, Advani has accumulated the key elements to ensuring an eco-friendly future in fashion, which include a guarantee to use all extra material in new designs and only source fabrics from established, sustainable mills.

2. Keep it unconventional

Now considered an icon as a result of  for his constant use of innovation, Advani sees  the product as a portfolio ‘where each item somehow is storytelling in a way.’ It’s important for Advani to make items that aren’t available anywhere else, so customers don’t repeatedly return to unconventional fashion. Advani’s combination of Indian and UK attire gives him a niche in the fashion industry which provides the fundamental aspect to keeping his designs fresh.

To keep a brand current, it needs to be widely recognised for a particular uniqueness. For Advani London, you immediately associate the brand with identity and heritage, so for aspiring designers, it’s important to have a personal association with your brand whatever that may be.

3. Touch base on diversity

Advani likes to bring culture to the conversation.  He thinks it’s so intrinsic to forward fashion. Diversity is what makes the world unique and this should be supported by self-expression. It is important to ensure current fashion touches on personal aspects. The goal for Advani is to make a cultural impact by using aspects of his heritage and designs that create a bridge between two widely different traditions.