The selection was done after thorough and strenuous process by the top officials of the Government of Republic of Korea which involved their extensive research and study of the Indian Fashion Industry.
The competent Team visited the stores and studios of more than 250 designers of India to see the real creative work in order to make the right choice of the brand who could represent the Republic of India for the most prestigious event of Korea. The selection process was kept extremely discrete and silent as not to show any kind of external influence on the selection team.
The focus of the team doing the selection was clear and loud that the brand has to be truly creative in its nature and which could project and reflect the Republic of India in the utmost authentic, deep rooted heritage and its beauty .Hence ‘Ashima-Leena’ the premium brand of the country was the best choice for the team.
Only one designer brand has been selected from each country of Asia to represent their respective countries.
Ashima-Leena are truly enthralled and delighted to be a part of this prestigious fair. They have been also given an exhibiting booth to conduct their business beside the prime slot for fashion show for 30 minutes where they will truly represent the Republic of India in its true heritage and beauty.
In the words of Ms. Youngran Kwon, ‘The Ashima-Leena combines Indian craftsmanship with innovative western silhouette to create an enigmatic distinctive look. Their eponymous designs are synonymous with high style and impeccable sensibility. The brand speaks of sheer elegance and panache and their unique flamboyant style is woven with Global timelessness and great craftsmanship. Hence ‘Ashima-Leena’ was our best choice for this prestigious fair.’
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