Meet Pero's Aneeth Arora: The Elusive Designer Offering Handcrafted Luxury Clothing Rooted in Comfort

Few fashion houses embody a philosophy as distinct as Pero. Don't expect to find its founder, Aneeth Arora, at the forefront of imagery in this piece; she prefers letting the brand speak for itself. Today, even when Pero has carved a niche in the Indian fashion industry with its quirky, sustainable, and nostalgic designs, Arora remains largely elusive.

From the very beginning, Pero resisted the conventional path. Its pieces steer clear of heavy embellishments, embrace anti-fit silhouettes, and textiles that are either pure or thoughtfully recycled from fabric waste. Every collection is a story in itself, just like the brand's latest collaboration with Liberty Fabrics, another chapter in its unconventional journey. We explore the world of Pero, its craft, its collaborations, and, as much as possible, the designer who continues to let her creations do the talking.

RR: Tell us about your recent collection, Flowers Flower, which launched in collaboration with the iconic Liberty Fabrics in London. What sparked this collaboration, and how did it unfold?

Aneeth Arora: Flowers Flower was born from a shared love for storytelling through textiles. Liberty London has this incredible archive of botanical prints that we’ve admired for years; they evoke a certain nostalgia and delicacy that felt very Pero. When we explored Liberty’s Tana Lawn prints, like forget-me-nots, daffodils, and peonies, it felt like an invitation to let the flowers bloom freely through our silhouettes. We interpreted these prints in our own way, layering them with embroidery, crochet, appliqué, and origami. The result is a collection that feels spontaneous, soft, and slightly rebellious, like wildflowers growing where they’re not supposed to.

RR: From your POV, how is the global luxury fashion buyer different from the Indian buyer, if at all?

Aneeth: The core emotion is the same; both are drawn to pieces that feel personal and handcrafted. But yes, the context changes. Globally, buyers are often looking for what they can’t find elsewhere, something that carries a sense of place and authenticity. Indian buyers, especially in recent years, are also becoming more experimental, curious about craft, and keen to invest in thoughtful design. The Indian consumer now embraces everyday luxury, clothing that’s rooted in comfort but still rich in detail and story.

RR: Tell us about your creative process. Does the story come first, or does the fabric guide your journey?

Aneeth: It’s always a bit of both. Sometimes a swatch of fabric whispers a story. Other times, a moment, a memory, or a photograph sparks an emotion, and the textiles follow. At Pero, fabric and narrative are deeply interwoven. We work very closely with our weavers and craft communities, so the materiality of the piece is never an afterthought; it’s often where the whole journey begins.

RR: How do you see the tastes and expectations of the luxury fashion consumer evolving, both in India and globally?

Aneeth: People are increasingly seeking emotional connection. Luxury today isn’t only about precision or price, it’s about process, people, and purpose. There’s a shift toward intentional consumption, choosing fewer, more meaningful pieces. The idea of “investment dressing” now includes emotional investment as much as functional or monetary value.

RR: With the growing consciousness around sustainability, how do you strike a balance between indulgent luxury and responsible design?

Aneeth: For us, sustainability has always been intuitive rather than strategic. We value time, hand time, craft time, and slow processes. Our garments are made using traditional weaving, hand embroidery, and repurposed textiles. Luxury doesn’t have to be loud; it can be quiet, detailed, and personal. We strive to create clothes that you want to hold on to, pass down, and treasure, not just wear and discard.

RR: As a brand that believes in storytelling through clothing, do you feel today’s luxury buyer is seeking more than just an outfit? A narrative?

Aneeth: Absolutely. I think people want to feel something when they wear clothes, whether it’s nostalgia, comfort, curiosity, or joy. A narrative allows a garment to become more than fabric; it becomes a memory, a mood, a conversation starter. Our pieces often remind people of a simpler time, a grandmother’s garden, a forgotten childhood detail, and that makes the experience of wearing it much more intimate.

RR: What luxe fashion trends are you currently observing in the global luxe fashion market? Anything that excites you or you find challenging?

Aneeth: There’s a strong return to tactile design, textiles you can feel, details you can appreciate up close. There’s also a new interest in androgyny, in silhouettes that are gender-fluid and comfort-led, which we resonate with deeply. The challenge is to stay rooted while being part of this fast-moving, often overwhelming space of trend cycles. But we’ve always chosen to move at our own pace.

RR: How do you plan to stay ahead of the curve while remaining true to your brand’s core identity?

Aneeth: By listening more to our artisans, our customers, and to the world around us. Innovation for us doesn’t mean chasing newness for the sake of it. It means exploring deeper, reimagining a technique, reviving a forgotten textile, or telling an old story in a new way. Our pace is slow by design, but it allows us to stay honest and original.

RR: Global luxury brands look to India for craftsmanship—your take and what should we be doing to put our craftsmanship out there?

Aneeth: India has always been a treasure trove of textile wisdom and handicraft. The world is just catching up. What’s important now is to not dilute that richness in the name of speed or scale. We must invest in preserving the dignity of artisanship, not just showcasing it but also ensuring fair practice, training, and transmission of knowledge. It’s time we stop looking at crafts as “heritage” and start seeing them as the future.

RR: What are some brands you look up to and why?

Aneeth: I admire brands that stay true to their ethos, Comme des Garçons for their conceptual integrity, Bode for how they elevate craft with storytelling, and Marni for their playfulness. Closer to home, there are beautiful Indian brands doing quiet, meaningful work with textiles, and that always inspires me. Ultimately, I’m drawn to labels that don't shout, but whisper with intention.