Our work is a dialogue between tradition and contemporary aesthetics
AME by GN is a conscious fashion and craft platform, dedicated to uplifting artisan communities, promoting authentic textiles, and educating consumers about mindful consumption. Rooted in the philosophy of slow fashion, AME explores the geographic diversity of textiles to drive sustainability and purposeful design. Based in North Bangalore, the studio serves as a creative hub where craftsmanship meets innovation, focusing on craft clusters, home furnishings, khadi, jacquard explorations, and research documentation. In a chat with Fibre2Fashion, Textile Designer and Founder of AME, Geethica Naidu explains how the platform takes a close look at the geographic diversity in textile fashion as a tool towards slow fashion and purposeful consumption.
What inspired you to establish AME Studio, and how has its vision evolved since its inception?
The beginning of AME was not defined by a single moment but rather evolved organically through a series of experiences and emotions. When I took a long break from working in exports and a fast-paced design practice, I found myself at a crossroads with multiple ideas—a need to find meaning in a fast-moving world, to be part of a cause, and to help communities by working on meaningful projects.
During this time, a pivotal turning point emerged with a project very close to my heart—the Khadi jacket for an Indian diplomat. I have always been an advocate for Indian crafts and their representation on a global stage, and this project arrived at just the right time. I worked on it for three months, beginning with dyeing, spinning, and finally weaving, with the help of local weavers. It was a project that transcended mere garment-making.
I knew instantly that I wanted to take this further and build something bigger. I believe one of the reasons crafts are slowly becoming extinct is the lack of awareness. Hence, storytelling and documentation are primary areas of focus at AME.
Our studio space is set in the canopied lanes of Bangalore, featuring lush green spaces, open layouts, raw stone surfaces, and soaring ceilings with expansive glass windows that invite natural light, creating an inspiring workspace.
Could you share the core design principles that guide your collections, and how you ensure they resonate with your target audience?
The core principles we build our collections comes from the research and finding on that specific craft. We honour our findings and let them guide us. And this is the reason we take our craft visits very seriously—we go to great heights to make things happen, and literally so, the origin of our first collection is at 15,000 ft above sea level, tucked in the Himalayas.
PASHM—our first collection is untouched by colour paying homage to the fibre’s natural beauty and purity. Each shade—soft ivory, warm beige, or earthy brown—tells the story of its origin and reflects the untouched landscapes of Ladakh. This decision adds authenticity to the collection.
While honouring the craft, we also believe in creating timeless pieces for the modern-day consumer. A couple of my favourites from the collection are: The Shawl Collar – Inspired by the timeless shawl, drapes gracefully around the neck, embodying modern and traditional; and The Power Suit – Designed for women who would like to carry a part of tradition into the boardroom. A resilient fibre for resilient women.
Our garments are 100 per cent Pashmina, inside and out. By that, I mean our linings are Pashmina too. Pashmina feels most luxurious against the skin. Since the lining is what stays in contact with the skin, this level of detail distinguishes our collection in the realm of luxury fashion.
How does AME Studio integrate sustainability into its production processes and overall brand ethos?
Despite the widespread use of the term ‘sustainable’, achieving true sustainability remains elusive in today’s context. At AME, we aspire to build a strong connection with crafts and to be conscious at every step of our journey. Our focus is on slow fashion, creating fewer but high-quality pieces, and preserving traditional craft techniques.
We ensure minimal waste in our production, use natural and undyed fibres whenever possible, and work directly with artisans to support ethical craftsmanship. Sustainability, for us, is about longevity—creating garments that are meant to last for generations rather than a single season.
Can you elaborate on your collaboration with artisans or craftspeople, and how their expertise influences your designs?
Our journey with the nomadic tribes transformed our entire approach to Pashmina. We walked alongside the nomads to their grazing grounds, witnessing firsthand how Pashmina was carefully combed from the goats, spun, and then woven. Their handmade looms, built from local materials, produce incredibly beautiful textiles that showcase generations of skill and patience.
This experience deeply influenced our design philosophy. Living in these pristine landscapes, surrounded by natural colours and a way of life that respects nature, we discovered what luxury truly means. It inspired us to keep the natural, undyed colours of Pashmina in our collection, celebrating their inherent beauty rather than following seasonal trends.
Our time spent with artisans has taught us to appreciate every detail of their craft. This appreciation is evident in the way we create each piece—from using handcrafted brass buttons to making our linings entirely from Pashmina. Every garment in our collection is intentionally simple yet essential.
What role does material selection play in your creations, and are there any innovative materials you are excited about using?
Our material selection is driven by the craft and our research findings. We prioritise working with natural materials. The purity of materials is fundamental to our approach, ensuring that every fabric tells a story of its origin.
We are particularly excited about exploring new-age, sustainable techniques such as natural dyeing with plant-based extracts, as well as innovative hand-weaving processes that maintain the integrity of traditional craftsmanship while pushing creative boundaries.
How does AME Studio curate a unique experience for its customers, both online and offline?
At the moment, we have an offline presence at our beautiful studio in Bangalore. Here, visitors can experience the weaving process on our looms and immerse themselves in documentaries that transport them to the craft locations, allowing for a deeper understanding of the craft.
For those who cannot visit in person, we are building an interactive website that will showcase the entire story of the brand, including documentaries and a seamless shopping experience.
What have been the most significant challenges in establishing AME Studio, and how have you overcome them?
Building the right team plays a crucial role in the kind of work we do. I am constantly on the lookout for people with drive, passion, and most importantly, empathy. Our work revolves around the craftsmen, and being humble and empathetic is crucial.
Additionally, finding the right audience for slow, handcrafted luxury in a world driven by fast fashion has been a challenge. However, we have focused on building a community that appreciates mindful craftsmanship and storytelling, and that has made all the difference.
How does Indian heritage or contemporary culture influence your designs?
Our work is a dialogue between tradition and contemporary aesthetics. Indian heritage deeply influences our designs, particularly through ancient craft traditions. We believe in going to the very roots of a craft—in this case, Ladakh—where the journey of Pashmina and our collection, PASHM, began.
By working directly with the fibre, we were able to craft a unique textile from the fibre level, ensuring it holds deep traditional value while maintaining a simplicity that allows the raw beauty of the material to shine.
We then reinterpret these textiles through a contemporary lens, creating pieces that seamlessly resonate with the modern global consumer.
With changing consumer preferences, how do you think brands can effectively balance trends with timelessness in their designs?
We believe that true luxury comes from creating pieces that transcend seasonal trends. Our approach emphasises the inherent value of exceptional materials and craftsmanship rather than chasing fleeting fashion cycles. The PASHM collection embodies this philosophy—we begin with a timeless material and craft it into silhouettes that remain relevant regardless of changing styles.
What impact do you think emerging technologies like AI, 3D printing, and virtual fashion are having on the industry?
These technologies have both inspiring and disruptive effects. While we have not incorporated them into our work—and may never feel the need to—there is no denying the innovative possibilities they offer. AI-driven design, 3D-printed textiles, and virtual fashion are reshaping the industry, creating new avenues for creativity, accessibility, and sustainability. However, they also raise concerns about the dilution of traditional craftsmanship and the loss of human touch. At AME, we remain deeply committed to the tactile, handcrafted experience, but we appreciate the incredible advancements happening in this space.
In an increasingly globalised market, how can brands maintain authenticity while appealing to an international audience?
Authenticity is rooted in purpose and perspective. A brand that stays true to its origins and values will naturally resonate with a global audience. At AME, we focus on storytelling—bringing the history, process, and cultural significance of our materials and techniques to the forefront. This transparency and depth allow our consumers to connect with our work on a meaningful level.
With the shift towards e-commerce and omnichannel experiences, what innovations do you anticipate in the way fashion is marketed and sold?
The future of fashion retail is deeply immersive. We foresee digital experiences that go beyond static images—interactive storytelling, AI-driven personalisation, and virtual showrooms that allow consumers to engage with garments before purchasing. Transparency will play a key role, with brands showcasing not just products but the journey behind them. At AME, we aim to create an online space where visitors can witness the entire craft process, much like they would in our physical studio. This shift is not just about convenience—it is about a deeper appreciation for what goes into making each piece.
What are your aspirations for AME Studio in the next 5–10 years, and are there any upcoming launches or initiatives you would like to highlight?
Our aim is to work with as many crafts as possible. We began with Pashmina, but we see ourselves expanding into other heritage textiles across India, preserving and innovating within each tradition.
We also aim to take the brand international soon. We are excited about our first collection and believe there is much more to research and explore in the region.
What advice would you give to budding designers or entrepreneurs looking to enter the fashion and lifestyle space?
Pick the path that feels right for you. This naturally brings out authenticity and makes you stand out. Every field is crowded, yet everyone is unique in a crowd. Being true to yourself brings joy, and without it, every small hurdle seems insurmountable.
