E DA

I believe in quality, sustainability and always on the edge to learn about everything and anything. I aspire to create fashion for a purpose that is created purely out of my love for designing.

I love illustrating and deeply enjoy designing for a better tomorrow!

At LOVE THE WORLD TODAY, I designed and sourced apparel and lifestyle products focused on comfort, utility, fun aesthetics and sustainability. I carried concepts from initial direction through sourcing, production, quality control and creative execution.

At JioStar, I develop trend-led fashion and lifestyle decks for D2C and DTR apparel brands including Reliance, GAS and Bewakoof.

I lead product-development and design pitches for hardlines partners such as Skillmatics, Striders and CityMax, while creating preschool and kids’ concepts using Paramount Pictures IP and licensed character assets.

Across fashion, branding and consumer products, I translate trends, brand guidelines and IP assets into commercially relevant concepts, presentations and approvals.