'Ashish' is the fashionable clothing line designed by Ashish Gupta from Delhi. Gupta presented his Spring Summer 2009 collection, including Americana as one of his variations. He loved using exaggerating and glitzy techniques for the eye catching and fun collection. Camo print coats, hand prints, playing cards, and wrecked denim were part of the sneak peak.
Implications - Fashion collections like this explore pop culture's current fascination with ironic and counter-intuitive aesthetics. There is something defiant about an outfit that circumvents convention or tradition. Young consumers struggling against a world they cannot control or seem to influence are bound to be drawn to this for a myriad of reasons.
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