In conversation with Pritha Narang (Founder— 21.12) and Avishi Dayal Kalra (Founder— ADK), we peel back the layers of their August'24 collection.
This collection speaks for itself (but we’ll try to use words), making its mark without the need for approvals.
So, let’s begin shall we?
- How did the collaboration come about? What inspired you to work together?
Pritha - (smiles) A collaborative collection has been part of 21.12’s vision since the beginning. I’ve always wanted to consult on design and bring fresh perspectives to the table. When the opportunity came up with Avishi, it just felt right.
Avishi - I’ve always been open to trying something new. (glances at Pritha) I trusted Pritha’s vision from the start and do so now. This collection is a balance between 21.12’s trend foresight and ADK’s brand ethos, creating something bold yet practical that resonates with a broader audience.
- Why ADK?
Pritha - Fun fact—they were the first brand to come on board when I only had an idea, not even a website! It felt natural to approach Avishi again for this collaboration. She’s always been fearless in her decisions.
- Is there any particular reason behind the collection name “August”?
Avishi - We brainstormed for a while, and then Pritha sent me this voice note (giggles). She suggested “August,” and it just clicked.
Pritha - (laughs) Backstory: I was walking home from the gym, and a song transported me back to a moment in my life. I felt so inspired that I sent Avishi a note immediately, saying, ‘Let’s call it August.’ That month was when we really poured our hearts into the collection, so it felt like the perfect tribute to that time.
- How did your individual perspectives/aesthetics come alive in the collection?
Pritha - The vision was to reinterpret ADK’s ethos through 21.12’s lens—our version of ADK. Since they’re known for statement clothing, I wanted to redefine ‘statement’ to something less intimidating, focusing on essentials that speak for themselves.
Avishi - I wanted the pieces to stay bold but also explore a ‘less is more’ approach. You’ll see ADK’s signature elements, like a buckle on a black top or checks, but in a more refined way. Seeing how well it’s been received feels like a success.
- What message/feeling do you hope to convey through this collaboration?
Pritha - Enabling your personal style, I guess?
Avishi - Exactly. These pieces are meant to be versatile—dress them up or down, and let them fit your aesthetic.
- What was the most challenging part through the process? Anything in particular that you both had the hardest time cracking? // Did it make it into the final project? (Spill the tea)
Avishi - Pritha, you should take this one!
Pritha - (laughs) We went back and forth on one particular look so many times. Every time it went into production, something felt off. I think Avishi wanted to kill me! But it eventually ended up being the Yellow Front Tie Waistcoat & Pants—everyone’s favourite look.
- If we could describe this collaboration in one word, what would it be and why?
Pritha - I'll use the words we would've used had we not called the collection August (laughs) : ‘Elevated Essentials.’
Thanks for tuning in & may the August be with you x
By Janvi Gujral | 21.12