Anuj Sharma

Studied post graduation in Apparel design from NID, India, Anuj Sharma went on to study Masters in High-Performance Sportswear design from University of Derby, UK. He now works from his studio in Ahmedabad in India. His label Button Masala is all about exploring how it has become unfashionable to follow fashion, in the sense that consumers are increasingly failing to be able to identify with designers’ ideas.

Button Masala dresses, tops and tunics collection by Anuj Sharma

The brand tries to focus on functionality as much as it does fashion. Button Masala is made using rubber bands and buttons and allows wearers to use the same product multiple times; in essence, you can change styles using no machines or tools and yet the looks are extremely cheap. Originally, it is based on a simple grid system, which gives the wearer thousands of changing possibilities. The production of his dresses, tunics and tops involves no machine or tool and therefore one of the most sustainable products in the apparel category. It is also one of the fastest production systems at this point in time with marginal overheads. As a concept, it can be learnt by anyone and used to make their own clothes or other products from one piece of fabric.

Shop Anuj Sharma Collection at Pernia's Pop-Up Shop

Using the same technique, Button Masala also does upholstery, shoes, luggage covers and carpets that look like flowers strung together, lights and art installations. Anuj substitutes buttons with sequins, coins, bottle caps, metal containers, balls, cups. His choice of fabrics includes kinds of cotton, knits and flowy mulmuls and georgettes. Because he makes one size that fits all, there is no stress of fittings and alterations.

Anuj Sharma Button Masala collections of uber-chic dresses, casual tops and tunics have been a hit across India. His versatile pieces go exceptionally well for your summer outings, brunch get-togethers, office wear wardrobe, parties and your holiday closet. Anuj Sharma has also made appearances at huge fashion shows across India including Lakme Fashion Week. The designer has even had his own section at a Ted Talk feature in India.

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