New Designer - Aamaya by Priyanka

London based fashion label Aamaya by Priyanka was launched by up and coming designer Priyanka Lugani in April 2008 and specialises in exclusive beach wear and evening wear for women.

Although a British national with Indian heritage, Priyanka was raised in Germany and has taken the best from this mix of diverse cultures to create unique creations and distinctive designs by working with eastern materials and using western tailoring. Due to Priyanka’s background in design and luxury branding and her family‘s long standing involvement in the textile industry, Priuyanka’s priority is on quality and luxury for her label’s fabrics and textiles. So she chooses her fabrics from India and the Middle East and compliments them with French lace and for her autumn/winter collections she teams them with fine European furs. The result is vibrant, decorative clothing that portrays an image of playful yet glamorous femininity.

Priyanka’s Autumn/Winter 2009/10 collection sees a move away from the vivacious prints and shades of her previous collections to concentrate on delicate detailing and luxurious furs. Lines are sleek with a touch of embellishment. Block colours mainly used are off-white, deep stone blue, smokey stone, chocolate plum, dark chocolate with the occasional accent of reds. Pryanka says of her collection: “We are trending towards luxurious wardrobe staples with veiled details. Basics such as cashmere sweater dresses are best complimented with feminine accents of fur and netted beads.” She sees her collection worn by women who enjoy luxury but needs their self-indulgence to be functional so her collection is designed to be paired with leggings by day and sky-scrapper heels by night. With this as her focus, Priyanka has created a collection which shows a sophisticated yet frivolous quality but still offering wear ability with a frisson of Hollywood glamour.
For her Spring/Summer 2010 collection, Priyanka returns to her vivacious prints and statement shades. She uses soft pastels and creams for her day wear. And for her evening wear, she chose a soft muted gold shade embellished with Swaroski beads arranged in an intricate Asian inspired design which contrasts well with the simplicity of the dress shape. Her Belini evening dress whilst free of embellishments shows richness in the use of fabric and colour. This collection exudes femininity with its delicate decollage and elegant tailoring whilst the technical touches demonstrate a real command of all things couture.
Aamaya By Priyanka was launched at the stylish London venue China White, and has since attended showcases at Soho-based nightclub Maya and at the Wimbledon Fashion Week. A number of her pieces are due to be featured by Drapers. Her collection is stocked in Trilogy, Coco Boutique, Sixty 6 and Peppermint Grove. You can visit her website www.aamayabypriyanka.com for more information and to view all her collections.