Designer series: (left to right) Boo and Annora
Boo and Annora: Co-founders and Designers, The Little Black Bow– South Asian brand inspired by delicate vintage design
Define fashion in your perspective
To us, fashion is art; it’s a state of mind. You either know it or you don’t. Sometimes we think fashion is also a form of escapism, enabling you to become any character you choose to be on any given day.
When did you realize that you wanted to enter into the world of fashion?
- Why did you choose fashion?
We love our heritage and craftsmanship, we were always inspired to be creative, we wanted to bring back old world charm and romance, to tell stories, to make women happy and the world more beautiful. It all led us to dress-making and soon we’ll also venture into home décor and design.
What inspires your designs?
Our biggest inspiration is our Indian heritage and different cultures of the world. With each line, we amalgamate Indian craftsmanship and textile with the history, literature and art from a different culture.
How do you get unstuck creatively?
We go to New York or Paris, but when we can’t we watch ‘Breakfast at Tiffany’s’ or ‘La Vie en Rose’ and everything works again.
How do you think the fusion of Indian and Western silhouettes are influencing today’s design aesthetic?
Not sure; we’ve always only designed that way. Maybe it’s making way for Indian-wear to become more globalized.
What were the biggest challenges that you faced during your journey in the fashion industry?
Our biggest challenge occurred when we decided to start working with little weaving clusters in some villages of rural India. Eliminating the middlemen to make the life of craftsmen and women better, making sure we didn’t in turn end up exploiting them and trying to keep our prices competitive in an industry that is teaming with plagiarism and “designers” also known as hobbyists selling fake “original” pieces, continues to be a huge challenge for us. Even if we ignore the quality of craftsmanship, finish and quality of the product the bigger challenge is in making the buyer aware of the exploitation of craftsmen when purchasing the cheaper copy.
Who, according to you, are best dressed individuals in India and Globally?
Idris Apfel, she’s original and cool and (Boo) my mom too, she wears chanderi and khadi saris and it’s just so simple, elegant and beautiful.
After so many years of designing, who is the one person you still dream of designing for?
Ann – Kate Moss.
Boo – Heidi Klum.
Out of all the stunning collections, is there any one that is really close to your heart and why?
“Les Parisiennes”; it tells a beautiful story through literature and Parisian street style. We broke many rules of Indian fashion by making intimate wear as central outerwear pieces in most of the outfits in that line. We made lace bralettes for blouses and bomber jackets and negligees with lehengas. It was the telling point for us with the direction our brand was going to take.
According to you, what was the most defining moment of your career?
We created our first collection after quitting our jobs and investing all our savings into The Little Black Bow. We set up meetings with all the prominent multi-designer retail stores in Bombay to show them this first collection. We got a lot of appreciation and advice to apply for Fashion weeks but our first line was considered too pastel and fashion forward by most buyers. We were so dejected after the months of hard work we put in and we were scared. We had two choices at this point, to quit or believe in ourselves. We chose to believe in ourselves and it was the best decision we ever made!
What advice would you like to give anyone who is trying to get into the fashion industry?
Be authentic.
What skills according to you are necessary to thrive in the industry?
Technical knowledge, imagination and vision.
Describe your creative process
Personally it really isn’t a process, but who we are. I see a bug and I want to draw it. Ann sees a ukulele and wants to play it. We see art and texture in simple everyday things. We ideate while reading a book, in the shower, in our sleep. For our collections we start with our inspiration. We study it till we know almost everything there is to know. We make mood boards and stories and then go about interpreting these ideas into design.
What is your favorite part of being a fashion designer?
That we can make beautiful things, with detail and care and when a woman finds herself inside one of our outfits she feels happy, enchanting and transformed.
Your greatest strength and weakness
Our aesthetic is probably our biggest strength. How attached we’re to our work is probably our biggest weakness. We take all our failures WAY too personally.
Something about background/upbringing that has shaped who you are today?
Ann – I grew up in Oman, a country in the nascent stages of development. I watched it grow from sand dunes to shopping malls with every bit of respect for nature around it. A country that took it’s time but has so much natural beauty co-existing with modern technology while still being true to its roots which are visible in it’s Byzantine style of art and architecture. I called this place home for sixteen years and it has most certainly defined who I am today.
Boo – My neighbor introduced me to Nirvana when I was eight; I found music. My very Gujarati mom (a complete rebel against patriarchy and a real feminist ) found me screaming to Marilyn Manson when I was maybe nine and I was banned from hanging out with my neighbor. I started my own rebellions. It’s who I’ve become. A rebel. But I have many causes.
How do you keep updated with fashion trends?
We observe trends but our style is more classic. Our aim is to be more timeless and create pieces you can pass down that will still be relevant to the next generation.
What are some current fashion trends?
In ‘Indian fashion’, it’s pastels, monotones and sustainability. Though hopefully the last will turn into a way of fashion instead of remaining a trend.
Do you use computer technology for the design process?
We only use software and apps to design our social media strategy.
How would you describe your personal style?
Ann – My personal style is easy, comfortable, almost rolled out of bed. A white tank top, blue jeans and oversized shirt and sneakers are my best friend.
Boo – Black and white.
Edited by Puja S.