There’s a new buzz word in the fashion industry…can you guess what it is?

04Feb09

I’ve worked my entire life in the fashion business. In fact, some might say I was born into fashion, moving from factory to factory surrounded by designers, pattern cutters and the rough, harsh sounds of plentiful sewing kits. Some of my old school friends went even so far as to call me “The Factory Kid” because I kept missing term time due to long periods of time spent in Far Eastern factories.

My parents, Hiro and Radhika Harjani migrated to the UK after both their families disapproved their ‘love’ for one another and attempts to marry in India. Born out of a passion for beautiful fabrics and exquisite clothing, they began their working life in 1985 on a market stall in Petticoat Lane in London’s East End. My mother was forced to sell her wedding ring so they could purchase the market stall with the dream of one day creating a new, unique, dynamic fashion concept.

The result that followed was a spectacular range of stylish, contemporary evening and daywear aptly named, Aftershock, the impact of which has rippled all around the world. Their first store opened in Market Place later in 1992. Ever since then, Aftershock has been an everyday part of my life-whichever place in the world I find myself in. Today, I can proudly say the company boasts a portfolio of over 50 distinct ‘fashion destinations’ with an ever growing number of stores and concessions! Sometimes I feel all our hard working team, partners, associates are really just one well spread family.

So what does Aftershock mean to me? Till today I don’t really quite know my position in the company. I like to bear the title Creative Director because I enjoy the fact it allows me to ponder and daydream at my desk whilst I try and create new innovative ways for people to hear about us. But, let’s be honest, titles can be quite a mundane way of thinking about your job and we’re bombarded by so much imagery and text as it is, how can I make people truly believe in the company I am a part of?

I’ve always envisaged Aftershock to be a luxury British brand and one of the leading designers, retailers and manufacturers of exquisite handcrafted womenswear and accessories. This dream is becoming true as vision and ambition materialise into something more concrete. I see it everyday-our team is growing at a phenomenal rate, we’re developing an even greater range of quality womenswear products that make the average woman feel beautiful in and we’re also creating new store environments that allow you to browse in peace. Some fashionistas may refer to browsing in freedom, without the hassle of someone constantly approaching you as the ultimate satisfaction in retail therapy!

Aftershock’s fashion signature is the use of exuberant colour schemes and beautiful design work and offers an array of the finest intricately beaded ladies wear, casual wear as well as stunning accessories to complement the collection. Celebrity followers now include Madonna, Helen Mirren, Charlotte Church and Katherine Jenkins to name but a few! We must be doing something right…

In my view, the cornerstones of all Aftershock’s collections are its prints, shapes and intricate handiwork; the majority of which are made on varieties of luxurious and natural fibres such as silk, satin, and soft cottons. True to the brand’s British heritage, the collections also incorporate traditional fabrics and classic vintage designs.

Aside from the fabulous cuts and quality fabrics synonymous with Aftershock’s clothes, great attention is paid to finish and details with trims and fastenings made to the highest specifications. Aftershock’s signature colours for its clothes are obsidian black, ruby red and emerald green with strong highlights that compliment the brand’s monochrome classics. In fact, it took us quite a while to agree to the corporate colours since many of our team members are quite strong headed but its nice to see that despite differences in opinion we all share a common interest to advance the brand. Each collection is influenced by the seasonal catwalk trends and often contains archive-inspired pieces that have been developed and contemporised.

At present, I can only give you a taster of whats to follow. Whether you think “Aftershock” is the buzz word or not in the fashion industry, there is no doubt that one day you will surely come across it. And when you do, I do hope that you remember “The Factory Kid” trying to find his place in the fashion world. Even if you feel half as passionate about the brand as I am, then all my parents hard work building the brand over the years has been worth the struggle…Aftershock: the perfect marriage of innovative designs and luxurious fabrics…its time to let your wardrobe blossom!

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