Funky, happy and colourful. That's the ASA x SKO collaboration — a line of footwear for women, a first for both SKO and celebrity stylist Anaita Shroff Adajania. SKO has been making footwear for men since 2018 and has now forayed into shoes for her, with a range comprising both flats and heels. The Telegraph caught up with Anaita on the collaboration and footwear tips for the season.
Anaita Shroff Adajania
This is the first one in your career, right, a shoe collab? Tell us how exciting it was…
Absolutely! I am thrilled to have collaborated with Nishant and SKO footwear for my very first shoe collection. As a fashion stylist, shoes play a vital role in completing any look, and I have always been a shoe enthusiast. Comfort is equally important to me, and I firmly believe that when your feet are happy, it reflects on your face.
When I met Nishant, and he shared his passion and commitment to creating footwear that is both stylish and comfortable, I knew this collaboration was meant to be. It was an added bonus that his factory was conveniently located close to my home. But more than that, we shared a creative vision and energy, and that made the collaboration even more exciting. Though I have received offers in the past, I felt that this one was the perfect fit, and I am excited to showcase our shared vision through this footwear collection.
What was your reference like?
When it comes to our new footwear collection, our reference was really all about doing what we love. As a celebrity fashion stylist, I always strive to bring a unique and fresh perspective to the table, and that's exactly what we did with this collection. Of course, Nishant, being the owner of SKO footwear, had his own ideas as well. He kept insisting that we need more flats, even though I personally don't wear them as much. But that's the beauty of our partnership — we each bring our own ideas and preferences to the table, and we work together to create something truly special.
It was definitely a labour of love for us. We played around with different designs, tested them out on friends, and refined them until we came up with the perfect collection. We wanted something that would be perfect for the summer months — airy, open, and let your feet breathe. And we're confident that people will enjoy these designs and find a space for them in their wardrobes. After all, if we love them, we're sure others will too!
Tell us about designing shoes. What did you enjoy most? And, what was really difficult?
Designing shoes can be both challenging and exciting at the same time. As a team, we really enjoyed the creative process of developing unique and innovative designs that could appeal to a wide range of customers. It was important to us to create a collection that was not only stylish but also comfortable and practical.
One of the most enjoyable aspects of designing shoes was seeing our ideas come to life through the use of different materials and textures. We experimented with a variety of colours, patterns, and embellishments to create a collection that truly stands out.
However, the process of designing shoes also came with its fair share of challenges. One of the biggest obstacles we faced was finding the right balance between form and function. We wanted our shoes to look great, but we also needed them to be comfortable and functional for everyday wear.
Overall, the process of designing shoes was an exciting and rewarding experience for us, despite the challenges that came with it. We're thrilled with the end result and can't wait for our customers to try on and enjoy our new footwear collection!
What kind of a shoe person are you?
My taste in footwear is ever-evolving, but I’ve always loved a great block heel or flatform! Colour, standout design and quirky elements sum it up.
What are the best bets for summer?
With summer approaching, there are a few trends that are definitely worth trying out. Firstly, colour is key! This season is all about embracing bold and vibrant hues, so don't be afraid to add a pop of colour to your footwear collection.
In addition to colour, clean lines are a must-have. Not only will this create a chic and polished look, but it will also ensure that your footwear is versatile and can be paired with a variety of different outfits.
Ultimately, the key to rocking your summer footwear is to own your style and make it your own. Whether you prefer flats, heels or something in between, find a pair that speaks to your personality and flaunt it with confidence. After all, fashion is all about self-expression and having fun with your style.
Shoes maketh a man. Agree?
Shoes complete and compliment every look! Shoes are key! Shoes are not only an essential accessory but also a testament to a person's style. They can add the finishing touch to an outfit, or even be the centrepiece of a look. That's why it's important to invest in quality footwear that reflects your personal style and lasts for long.
What are your favourite pairs?
The two-strap block heel is my ultimate favourite. It’s easy and super chic and just has this miraculous ability to elevate any look I try!
What are shoe classics?
Shoes that never go out of style, they aren’t just of the moment.
If shoes had a personality, how would you describe these:
A. Heels: Life of the party! Always turning heads and stealing the show. With sleek designs and bold colours, they exude elegance and glamour, making you feel like a true fashionista.
B. Flats: Chill Vibes. Flats are the perfect combination of comfort and style. They're easygoing, with a playful and carefree attitude. Whether you're running errands or lounging with friends, flats will keep you looking effortlessly chic and put-together.
C. Sneakers: Street Smart. All about versatility and making a statement. They're your go-to for any occasion, whether you're hitting the gym or just running errands around town. With bold designs and eye-catching colours, they bring a touch of personality to any outfit. They're the perfect choice for the fashion-forward individual who is always on the go.
Nishant Kanodia, Founder, SKO, on collaborating with Anaita and his future plans...
How was it collaborating with Anaita?
Collaborating with Anaita has been an incredible experience. She is not only a celebrity fashion stylist but also a trendsetter in the industry, which made it all the more exciting to work with her. Her creative vision and ability to understand the market needs helped us to create a unique and stylish footwear collection that we are both extremely proud of.
One of the things I appreciated most about working with Anaita was her attention to detail. She has an eye for the latest trends and how to incorporate them into our designs while still maintaining the essence of SKO. Her expertise and knowledge of the fashion industry helped us to elevate our brand and create something truly special. Overall, working with Anaita was a wonderful experience, and I’m grateful for the opportunity.
What have you learned about women and their shoes in the process?
I’ve learned a great deal about women and their relationship with shoes through the years and more so in this entire process. One thing that stands out to me is that women are incredibly diverse in their preferences and needs when it comes to footwear. Some prioritise comfort above all else, while others are more interested in style and fashion. It’s essential to keep all of these factors in mind when creating a collection.
Another thing I’ve learned is that women are willing to invest in quality footwear that they can wear for years to come. That’s why we focus on using high-quality materials and construction methods to ensure that our shoes are both stylish and durable. We also pay attention to the little details. Lastly, I’ve come to appreciate that shoes are more than just a functional item. They can also be a powerful form of self-expression and can even boost confidence. Our new collection is designed to offer a wide range of styles that can suit any occasion and help women feel great about themselves.
What’s next from the brand?
To continue building on drops with Anaita and build out the range and further expand the existing men’s collection.