About the Brand

What is the name of your brand and what does it stand for?

An'era by Asmita Verma - symbolizing a new era in fashion --- timeless yet modern, marking a shift in how women experience luxury and craftsmanship

When was it founded, and what inspired its beginning?

Born in 2019, An'era was conceived to celebrate artful slow fashion --- grounded in nature's simplicity and shaped by modern sensibilities. It's where timeless craftsmanship meets contemporary ease.

What makes your brand uniquely Indian?

For me, being uniquely Indian isn't about motifs or embroidery --- it's about the emotion behind creation. An'era reflects the Indian way of making --- soulful, patient, and grounded in human touch, yet evolved for the modern woman.

About the Founders

Who is/are the founder(s)? Please share a short personal introduction.

Asmita Verma is the creative force behind An'era, a brand that embodies her vision of understated elegance and timeless impact. An alumna of Amity University, Noida, and the National Institute of Fashion Technology (NIFT), Delhi, Asmita's educational journey honed her creative instincts with technical precision, laying the foundation for her distinctive design language.

What inspired you to start this brand?

An'era was born out of a longing for simplicity --- for clothes that speak softly yet leave an impression. I felt the Indian market needed a language of elegance that was modern, minimal, and rooted in emotion rather than excess.

The Team & People Behind the Brand

Can you tell us about the team behind your label?

Our team at An'era consists of around 20--25 people who form the heart of the label. We have a close-knit design team of three, a marketing team of three, and the rest are our skilled karigars --- who bring our vision to life with their craftsmanship and dedication.

Do you work with local artisans, karigars, or craft communities?

We work with local artisans

Are there any people or partnerships you'd like to credit or highlight?

All credits to my team who stick by through thick and thin and have trust in my vision.

Craftsmanship & Textiles

What kinds of textiles, weaving, dyeing, or embroidery techniques does your brand use?

Our craft often centers around fine thread embroidery, adding understated elegance to every garment. We primarily work with viscose fabrics, allowing our designs to move gracefully and feel effortlessly modern.

Are the materials locally sourced or organic/natural?

All raw materials are sourced through local vendors pan India

Values & Practices

How do sustainability, slow fashion, or ethical practices show up in your brand?

We try to make sustainability an organic part of our process. Our leftover fabrics are upcycled into dust bags and utility pieces, and we consciously avoid dead stock by producing in limited quantities. Every year, all our scraps are sent for recycling --- it's our small way of giving back to the ecosystem that inspires us.

How do you approach production?

Every piece at our studio is produced on a made- to order basis.

Design & Aesthetic

How would you describe your design philosophy or signature style?

Our design philosophy blends nature's simplicity with innovative techniques. We focus on creating balanced silhouettes with clean lines, delicate draping, and precise proportions.

Who is the muse or ideal wearer of your designs?

The An'era woman is independent, socially engaged, and fashion-conscious. She looks for pieces that are comfortable yet statement-making --- timeless essentials for her modern, connected world.

How do you blend tradition with contemporary fashion?

We blend tradition with contemporary fashion by reinterpreting traditional motifs and artisanal techniques on modern, fluid silhouettes. Each piece reflects the essence of Indian craftsmanship, yet feels relevant and effortless for today's woman.

Your India

What does Made in India or Born in India mean to you personally?

"Made in India" feels like a celebration of craft and creativity. It's about honoring the skill and the patience that go into creating something authentically local yet globally resonant.

Are there specific regions, traditions, or experiences that influence your work?

Our inspirations often stem from the diverse landscapes and moods of India --- from the calmness of coastal cities to the warmth of desert tones. Each collection reflects a seasonal story or emotion drawn from these experiences. We also evolve organically through every exhibition, taking cues from our clients' preferences and creating pieces that resonate with their lifestyles.

Looking Ahead

What is your vision for the future of your brand?

We envision An'era as a global expression of Indian artistry --- a brand that stays true to nature, authenticity, and soulful craftsmanship, sharing the quiet elegance of India with the world.

Any exciting launches, collaborations, or growth plans ahead?

We're gearing up for our Indianwear label launch now and seeking collaborations with industry experts, with the goal of bringing An'era to style-conscious audiences and celebrities worldwide.