Ashima & Asit designer duo started the Label AUM in 2007. Forte of the label AUM is embroideries and embellishments.
The silhouettes are clean, streamlined and the focus is intricate hand embroidery that makes the style statement. The look is always sophisticated, either understated or strong & making an impact in a controlled way.
Asit & Ashima Dhingra also strive to incorporate traditional thought and philosophy through inspired embroideries like Phulkari re-invented into chic and contemporary versions. Unusual use of colors is what makes the label AUM distinct.