DESIGNER IN FOCUS: ABHISHEK PAATNI
IMMUNE FROM CORPORATISATION, YET ORIGINAL. HIS CLOTHES BECOME HIS PERSONALITY; CALM, COMPOSED AND FUTURISTIC. WE CELEBRATE THIS YOUNG TALENT AND HIS CREATIVITY AS HE PLAYS MODEL FOR HIS OWN CREATIONS
Abhishek Paatni, 29
Haldwani, Uttrakhand
Creative Director & Founder:
Zero.Zero (ready to wear) & Noughtone (bespoke and luxury)
Instagram: @abhishekpaatni
advice for aspiring designers?
have a plan B!
Everyone has a weave to spin…
My fashion journey began in 2012 when I started handling my friend’s store and interacted with clients directly. While pursuing MBA on one hand, I was trying to understand the business of it simultaneously.
The exposure there gave me great insights into how a brand functions through its various verticals. This made my approach towards my course very practical.
Post MBA, I joined a menswear brand in Noida and started developing their customization division. The position exposed me to the entire process of design, production and customer management. I developed my aesthetics while working for the firm. Later, we parted ways amicably because I realised I had a vision of my own. I was born to create. Pumping in all my savings, I started a concept store in Shahpur Jat, Delhi, offering bespoke services and grooming solutions. The journey so far has been very exciting and nerve-wrecking at the same time.
Along with my business, I take up freelance projects to acquire more knowledge. Recently, I was on a style consultation project with Blackberrys. I truly believe that learning is a continuous process if you want to keep up with the crazy paced and the ever-evolving world of fashion. It reflects who you are and more importantly, who you will become.
Zero.Zero design aesthetics are derived from the urban chaos on the streets. Noughtone is an amalgamation of tailored luxury and modern engineered fabrics.
“It’s not logical to compete against fast-moving fashion brands like Zara, H&M and Forever 21. My vision is to create a space for my brand through my products and services. The market is open for everyone and instead of capturing, we should focus on acquiring and retention.”
Q: FIVE GREAT LESSONS YOU HAVE FOR ASPIRING DESIGNERS
- Multitasking always comes handy
- Take criticism positively
- Design is not just art, commercial desirability is crucial
- Patience is key
- Respect and learn from your juniors
Photography: Sagar Khiwal
