A Continuous Love Letter: The World of Aneeth Arora
Aneeth Arora’s journey into the world of fashion wasn't a predetermined path, but rather an organic unfolding rooted in a deep connection to India’s rich textile heritage and a desire for authentic creation. Born in Gurgaon, India, in 1981, her early life didn’t immediately signal a future in design. Initially seeking escape from her hometown after high school, she enrolled at the National Institute of Fashion Technology (NIFT) in Mumbai, not with a clear vision but with an open mind. It was during her subsequent studies at the National Institute of Design (NID) in Ahmedabad that the seeds of her unique aesthetic truly began to sprout. A pivotal moment occurred when observing a Kutchi blouse crafted collaboratively by women in Bhuj—a testament to community artistry and traditional techniques. This experience ignited a passion for handmade clothing, becoming the cornerstone of her future brand philosophy.
From NID to Péro: The Birth of a Philosophy
After graduating from NID, Arora briefly worked with Xylem Papercraft, honing her creative skills while simultaneously recognizing a gap in the fashion landscape. She noticed a lack of originality and a disconnect between high-fashion occasion wear and the effortless elegance she witnessed within Indian villages. This realization propelled her to participate in the Gennext category of Lakme Fashion Week in 2008. Though initially met with a lukewarm reception, this debut proved crucial. A subsequent call from Aza, a prominent fashion house, led to her first collection order and international recognition through an Italian magazine feature. In 2009, she rebranded as ‘péro’—meaning “to wear” in Marwari—a name that embodies the brand's core value: accessibility and comfort. This wasn’t about creating exclusivity but about bridging a gap and celebrating everyday wear imbued with artistry. The initial team consisted of just two people, yet it represented a powerful commitment to slow fashion and meticulous craftsmanship.
The Language of Textiles: Technique and Inspiration
Péro is more than a clothing label; it’s a celebration of traditional Indian textiles and techniques. Arora doesn't simply *use* fabrics—she actively collaborates with artisans, ensuring fair wages and preserving age-old skills. Her designs are characterized by delicate hand embroidery, intricate weaving, block printing, and the use of natural dyes. She prioritizes comfort and wearability, creating garments that feel as good as they look. The influence of her upbringing in Rajasthan is palpable, evident in the
vibrant colors, relaxed silhouettes, and subtle embellishments. However, Arora masterfully blends these traditional elements with a distinctly Western design sensibility, resulting in pieces that are both globally appealing and deeply rooted in Indian culture. Her work often features flowing dresses, comfortable separates, and children’s wear—all unified by a commitment to ethical production and sustainable practices.
Recognition and Impact: A Voice for Slow Fashion
Aneeth Arora's dedication to her craft has garnered significant recognition within the fashion industry. She was awarded the British Fashion Council’s Young Fashion Entrepreneur Award in 2011, solidifying her position as a rising star. In 2018, she opened Lotus Make-Up India Fashion Week with a collection focused on sustainability, further amplifying her message of responsible design. She also received the Threads Of Excellence Award from India's Ministry Of Textiles alongside contemporaries like Rajesh Pratap Singh and Rahul Mishra—a testament to her contribution to preserving Indian craftsmanship. Beyond her label, Arora is a respected voice in the fashion community, serving as a contributing editor at Harper’s Bazaar India and demonstrating a commitment to thoughtful storytelling within the industry. She also launched Péro Upcycle in 2015, offering clients the opportunity to breathe new life into existing garments through bespoke embroidery and embellishments—a powerful initiative promoting circularity and reducing textile waste.
A Legacy of Simplicity: Shaping the Future of Fashion
Aneeth Arora’s historical significance lies not just in her beautiful designs but in her unwavering commitment to ethical production, sustainable practices, and the preservation of Indian textile heritage. She has challenged conventional notions of glamour, prioritizing comfort, wearability, and community collaboration. Her work represents a shift towards slow fashion—a conscious rejection of fast-paced trends in favor of timeless pieces crafted with care and respect for both people and the planet. She is not merely a designer; she’s a storyteller, an advocate, and a visionary who has redefined what it means to be a modern Indian fashion entrepreneur. Her influence extends beyond her label, inspiring a new generation of designers to embrace traditional techniques, prioritize ethical sourcing, and create clothing that reflects a deeper connection to culture and craftsmanship.
Her work is truly a continuous love letter to India.
Devi Art Foundation