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Styling and Model Etiquette by ASIF MERCHANT

ACE FASHION DESIGNER

Asif Merchant plunged into the fashion vanguard 25yrs back. He’s been a merchandiser for an Italian Fashion House that caters to iconic brands like Armani and Versace. He launched his label in 1995 and his collections never failed to stir harried fashion editors or fashion conscious clients. Since then, there was no looking back — his designs appeared on the cover of Femina, The Man, Women’s Era and Filmfare.

He styled Bollywood films and television serials. He has also showcased his collections in London, Paris, Rome, Mauritius, Dubai, Belgium, Dhaka, Spain, Basel, Kazakistan, Amsterdam and of course India. He’s also done styling for key catalogues and fashion shows. What’s more the campaign he styled for Roopkala won ‘Best Styled Campaign of the Year’.