About Us
About the Brand
Label Moni K by Aime Studio is a modern take on refined Indian dressing. Striking yet free-spirited, the label brings western aesthetics to traditional wear, reinventing silhouettes and constantly pushing the boundaries of affordable luxury. Delicate details, neat lines, and subtle drama are key features that make the brand stand out in today's dynamic market.
The label focuses on producing eternal couture pieces that are meticulously handcrafted to be both elegant and functional, with an emphasis on intricacy. Label Moni K strives to find a balance in creating timeless pieces that are treasured forever, serving as modern heirlooms.
About the Designer
In 2018, Kritikaa Chhabra launched her women's wear label, ‘Moni K’, naming it after her greatest strength—her mom. Label Moni K has swiftly become renowned for bringing modern aesthetics to Indian couture. Simple lines, intricate embroidery, and elegant silhouettes define her collections.
Hard work and determination are two key factors in the growth of her label. The apparel industry is highly competitive, and she believes it is crucial to stay on one's toes. Innovation in both designs and marketing is essential to move forward and face the challenges of the industry.
“Growing up, I was always surrounded by fashion since my sister owned a fashion label. It was inspiring to witness all the talent and hard work that goes into this industry. After graduating, I decided to dive into the fashion world with my own label because of my passion for fashion,” the designer says. Her brand aims to address the gap in the market for affordable Indian designer clothing. Drawing from the experience of her mom and sister's label, Kritikaa quickly made her vision a reality.
Kritikaa has immersed herself in design work, giving her creative sensibilities free rein as she adapts to dynamic fashion trends while staying true to her design philosophy. Contemporary yet edgy, bold yet feminine: the ideal MK muse is a young and confident woman who is comfortable in her own skin.