Alisha Kumar is a fashion designer from Leicester. Throughout the designs Alisha highlights the contrast between Sikh tradition and modern pop culture which have always intertwined throughout her life.
“My brand KUMAR is an art form in which I pay homage to the vibrant Punjabi community in Leicester. Celebrating my Indian heritage is the core identity of my brand and something that will always be the driving force of my designs.”
From a young age Alisha loved turning old clothes into new designs. “My dad is a pattern cutter and I learned everything I know from him.” As well as fabric knowledge, Alisha learned about the importance of up-cycling.
Alisha believes that every material can be given a new lease of life. As a designer, she thinks it is important to create a slow fashion environment, built on zero waste design, thoughtful manufacturing and meaningful products.
“I feel very passionate about creating clothing with emotional longevity, using personal stories and narratives to take the consumer on a journey. I want to create an ‘experience’ rather than just a fashion piece.”
However, Alisha believes that we can’t mend the physical environment without changing the human environment. For Alisha it is important that Indian designers and cultural celebration becomes a norm in the fashion industry.
“I want young Punjabi girls to look at fashion brands they idolise and see people who look and dress like them. I want them to see familiar cultural references that mirror their own homes, rather than feeling alienated by the lack of representation within the industry right now.”
Alisha wants to use her voice to help bring diversity and inclusivity within the fashion industry through her collection.
“It is difficult as a person of colour to see major respected fashion brands exploit your culture, take meaningful objects and traditions and profit for them. As a young designer, I stress the importance of education before taking inspiration and using members of minority cultures to represent your brand.”
Alisha also adds that it’s great to see changes as it gives the hope to actively diversify and commemorate people of colour within fashion and society.
Photo Credit: Meda Delf
Alisha graduated from the Nottingham Trent University where she discovered her passion for menswear design. “It’s interesting because the men I have looked up to throughout life, especially my dad, have always worn clothing rich with colour and loud prints and patterns.”
‘From God’s Own Junkyard’ is Alisha’s latest collection. The designer used luxurious and tactile fabrics such as velvet and soft shell jersey, selected deep tonal colours in combination with contemporary and traditional prints to create the perfect juxtaposition.
Alisha wanted to break the rules of everyday menswear. Her collection shows the contrast between traditional Indian notions and modern culture.
“When I visit the Sikh temple back in my hometown of Leicester, people come in wearing traditional Sikh wear but layered with a sporty puffer jacket and air max trainers for comfort. I have always found this functional combination humorous and bashful, and thought it would be an interesting starting point to clash and combine Indian cultural prints and patterns with sportswear silhouettes.”
Alisha is inspired by emotional experiences and energy. “I love telling a story within my work, and this is usually done best when I am emotionally invested and passionate about my concept.”
During the lockdown creativity wasn’t the issue for Alisha. The designer had an opportunity to create clothes for herself which was a refreshing process to design something different to menswear.
“I definitely want to carry on making myself clothing after lockdown, as it again aids in the process of slow fashion and reusing what I already have.”
When Alisha is facing creative block she likes to look back at the old projects. “This gives me the motivation to draw again or play around with a new fabric, technique and before I know it, a new idea is forming in my head.”
Alisha usually starts her creative process by creating illustrations. Drawing is Alisha’s hobby, she loves capturing the energy through each piece.
The drawing usually turns into new prints and patterns, which Alisha uses as a base for the silhouettes. The silhouettes in her designs are very simple and classic. Alisha likes to put more focus to the smaller details such as embroidery and laser cutting. The designer always aims to make her new garments as tactile as possible.
During the development of the latest collection, Alisha collaborated with graphic, lighting designers and film students from Birmingham City University to create a promotional fashion film.
“My vision for the film was to bring to life the ethereal, idyllic heaven. It’s how I felt after visiting the ‘God’s Own Junkyard’ exhibition. This involved using deep tonal colours for lightning.”
Alisha created a fun and carefree environment for the models. “They were dancing to music, channelling their energy and simply enjoying themselves.”
If you would like to view the film, follow the link.
Photo Credit: Nicole Abenoja and Anna Carvalho
Alisha was also fortunate to intern for many small studio brands such as Tourne De Transmission and bigger high street brands like River Island.
“The wide variety of experiences has really helped me decide the type of market I’d like my brand to sit within, and this is definitely as a small studio brand. I would like to supervise the production of my garments to be as sustainable as possible.”
Alisha was featured on Graduate Fashion Foundation and Glass Magazine which also led to new opportunities. The designer had a chance to work with respected stylists, photographers and models.
In the future Alisha aims to create a small range of garments linking her final project and hopes to be one of many BAME creatives that breaks the boundaries of modern fashion and creates a platform for people of colour to be heard and celebrated.
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