East meets west in a stylish juxtaposition

Damini’s is a fashion retailer with a new format store aimed specifically at the UK’s second-generation Asian population. It sells contemporary Asian fashions from a Western style environment.

The owners of the business went to design group Redjacket to add a dash of style to the west London shop, possibly resulting in a unique brief: for an upmarket store for Asian clothes, not too eastern but not entirely Western. An insider reveals that the working name for the project within the consultancy was Nicole Sari.