AMIT

SACHDEVA
INTERNSHIP PROGRAMME
About The Designer
A commitment to the astonishing, a dedication to
exquisiteness, and passion for the creation of worth the while,
is the emblem that motivated Amit Sachdeva to augment the
label Amit Sachdeva Studio which is common for both
unbridled luxury and edgy style. He is a skilled textile
designer. He did his textile designing from Pearl Academy and
established his label in 2009. His strong interest in art,
architecture, and foreign cultures reflect in his sense of
design and style for he does not bind himself to a strata
segment but experiments in a wide horizon of fashion space
for women. Amit describes his designs as “melded with
western notions of cut construct and finish, nonetheless using
Indian detailing and craftsmanship, is the philosophy of my
label Amit Sachdeva. I design with all my heart and mind with
zero thoughts in between. I like to take my own sweet time to
finish or start a design. I am a perfectionist and I pay
attention to minutest details.” (1)
 Brand Prism
1. The Physical : the tangible physical
characteristics of a brand. This includes
logos, colours, shapes and other elements
associated with brand. For Amit Sachdeva it
is the pastel colours and the delicately
flowing logo that depicts the nature of the
label.
2. Brand Personality : the brand's character and
personality traits are conveyed in the brand's
design assets. Amit Sachdeva as a brand
carries a very formal yet playful image along
with very detailed and delicate works.
3. Culture : a brand's internal culture is an
integral facet of a brand's identity. Many
major brands have all become almost as
recognized for their workplace cultures. For
Amit Sachdeva it is an amalgamation of rich
Indian culture and techniques with modern
silhouettes.
4. Customer Reflection : most brands have a few
different buyer personas but the one that stands
out most are the loyalists. It's the target buyer
that brand are and should be targeting with their
messaging. Amit Sachdeva as a brand targets the
audience looking for experimentation while also
finding comfort in the already existing and
available garments.
5. Relationship : this represents the relationship a
brand has with its consumer. A consumer looks
for easy access, approachability and a sense of
belonging and involvement with a brand which all
of these are present in Amit Sachdeva brand.
6. Customer Self-Image : the customer self-image
flips the customer reflection on it's head, instead
of representing the customer's ideal self. Amit
Sachdeva always works on the need of the hour
and what exactly the customer needs in that very
moment. (2)
Brand Aesthetics
 Client Profile
ACCESSIBLE
EYE FOR
LUXURY
WESTERN WEAR APPRECIATION
WITH INDIAN FOR INDIAN CRAFTS
THEMES
FINDING
VERY MUCH INTO
COMFORTABLE
PASTELS AND
YET STYLISH
DETAILS
GARMENTS

INDO-WESTERN
LIKING FOR APPROACH FOR
FLORALS DRESSING
LOOKING FOR
FEW EXPERIMENTAL
GARMENTS
Client Board
D
E
L
I
C
A
T
E
&
D
E
T
A
I
L
S
Working process of The working process of the brand for a collection starts
with the visual research in the form of pinterest boards. In
Brand that particular board anything that seems interesting or
inspirational, is collected for 2-3 weeks for a thorough
collection. After this a few images are selected and
compiled in a few collages which are then again filtered
through by selecting only few. The remaining images are
compiled to make the inspiration board. A few pictures are
used as a base inspiration and brainstorm after which
rough hand sketches are made. The sketches are very
rough just to convey the basics out on the paper. The
selected idea is then worked on forward by sampling the
motif, placement or the garment itself. That sample(s)
is/are then sent to the karigars to further work upon and
make the final garment which is then taken for a shoot
and hence released in the studio and website.
The initial concept is devised by the designer himself
along with image sorting while the visual research and
boards are done by interns. Often times a few samplings
would also be given to the interns to make which are then
approved by the designer.
Inspiration &
Visual Research
on Concept
The concept of this collection is an extension from a
previous collection named ROSE. The materials are
same being pearls, sequins and laces while the colour
pallette is just pastel peache tones. The base idea was
to come up with something delicate yet detailed and
hence, the ROSE collection was conceptualised This
collection is inspired by the colors and richness of Rose,
the wine. The color palette is hues of pinks and peached
with silhouettes that are flowy. The collection is high on
glamour and style keeping the essence of minimalism
intact.(3).
Taking a look at the collection pictures as inspiration
and base, visual research and brainstorming is done
along with few rough sketches of the ideas. In terms of
theoretical research, there was none required as this is
a collection inspired from a previously releasd concept
and idea.
Mood Board
Concept Board
Colour Board
Material Board
Explorations
F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
 Selected Range

F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
F B
R A
O C
N K
T
 Referencing
1. ABOUT BY AMIT SACHDEVA - https://amitsachdevastudio.com/about-the-designer/ - ACCESSED ON 30 JUNE 2021
2. BRAND PRISM - BRAND MOODS BY AKANKSHA SOBTI (PDF) - ACCESSED ON 30 JUNE 2021
3. ROSE BY AMIT SACHDEVA - https://amitsachdevastudio.com/rose/ - ACCESSED ON 1 JULY 2021 ; 2 JULY 2021
4. ALL IMAGES TAKEN FROM - https://in.pinterest.com/ - ACCESSED ON 5 JULY 2021