<\/p>\n
Choosing the Celebrity<\/strong><\/p>\n He has created such a distinctive signature that one wonders if any celebrity clients \u2014 or, let\u2019s be honest, their stylists \u2014 ever push him out of his comfort zone. \u201cI don\u2019t allow for that to happen,\u201d he says with a laugh. He\u2019s grateful that most clients, including names like Diana Penty, Sobhita Dhulipala, Priyanka Chopra Jonas and more, arrive with a clear vision that aligns with his design philosophy, and he welcomes feedback along the way.<\/p>\n Styling celebrities, however, is no easy task. With multiple events across the year, they\u2019re constantly looking for new outfits.<\/p>\n \u201cIt\u2019s an ongoing exercise,\u201d Aggarwal says. \u201cWeekly, and sometimes daily during a big season of red carpets or movie promotions.\u201d Beyond their stylists, the brand keeps close touch with actors whenever needed.<\/p>\n \u201cBut, of course, discretion is very important. We try and maintain the luxury quotient by identifying and working with people who understand our ethos and are the right fit for the brand,\u201d he adds. \u201cThat allows for more impactful and true placements rather than spreading ourselves thin and being seen on everyone.\u201d<\/p>\n This strategy was clear in his choice of actor Disha Patani as showstopper at Lakm\u00e9 Fashion Week.<\/p>\n \u201cThere are certain decisions that the brand takes when it\u2019s a collaboration \u2014 like with Indriya, Aditya Birla Jewellery,\u201d he says. But what he seeks is a person who embodies the spirit of the brand.<\/p>\n He continues, \u201cAt Couture Week, a lot of the times we\u2019ve not really looked at a celebrity to close the show because the design or the concept itself was the muse and the\u00a0showstopper.\u201d<\/p>\n \u201cDisha has been really bold with her choices,\u201d he says, adding, \u201cShe felt like the right fit for this association.\u201d Still, Aggarwal has never had a single muse. His brand is for those who are confident, strong, opinionated, and unafraid to\u00a0experiment.<\/p>\n Singers Raja Kumari, John Legend and Bj\u00f6rk have all taken to wearing Amit Aggarwal designs on stage. Performance outfits, therefore, are designed with movement in mind.<\/p>\n \u201cPerformers have to be really the most animated selves on the stage, so I feel stage clothing should allow movement and flexibility,\u201d he says. Adding that the outfit must make an impact, as audiences see performers from afar, Aggarwal continues, \u201cThe materiality, how it captures in photographs, and allows for the movements to be as true to the performer\u2019s is integral.\u201d<\/p>\n A standout example came in 2013 when singer Dannii Minogue wore a metallic, structured gown by Aggarwal for the cover of her compilation album \u201cThis Is It: The Very Best Of\u201d. \u201cThat was an organic placement,\u201d he says. \u201cIt wasn\u2019t something that we consciously worked on a placement for.\u201d<\/p>\n<\/div>\n