Twelve years shaping seasonal collections for some of the world's largest retailers — H&M, Max Fashion and beyond — pairing commercial instinct with a real love of the craft. And running quietly alongside it all, a lifelong drawing practice: graphite and ink portraits that chase the human detail a runway never asks for. Two disciplines, one eye. Based in Stockholm, Sweden.
I'm Aastha, and I'm a fashion designer with over twelve years of experience across womenswear, kidswear and menswear, having led seasonal design for global retail brands including H&M, Max Fashion (Landmark Group), Lulu Group and Future Group — developing everything from trend forecasting and colour stories to CAD lines and full technical packs.
A gold medalist from NIFT Gandhinagar and certified in Buying & Merchandising from the London College of Fashion, I move fluidly between commercial range planning and creative direction. Alongside design work, I've spent just as many years quietly drawing — graphite, charcoal and ink portraits that trade runway polish for raw human detail.
A dialogue between heritage and the present — tactile fabrics, archival silhouettes and a wardrobe built for the global nomad. Equal parts nod to the patriarchs of style and uniform for modern life.
Womenswear
NuBoheme
Womenswear · Summer 26
A contemporary read on bohemianism — sustainability, individuality and a closeness to nature, balanced against vintage and artisanal craft. Raw textures, eclectic prints and flowing silhouettes move across rustic, mariner and chic interpretations of boho.
Sips of Summer
Womenswear · S/S 23
A seasonal trend portfolio — research developed into directional womenswear stories, each resolved from macro-trend and colour palette through to key prints, fabrics and a designed capsule. Three signature stories: the gold-touched rustics of Golden Hour, the pastel cottagecore of Prairie Sunset, and the sun-drenched boho of Free Spirit.
Golden Hour
Prairie Sunset
Free Spirit
Rustic Riviera
Womenswear · Summer 24
A celebration of the Mediterranean coast — organic, free-spirited and drape-led. Carefree elegance, natural grace and an authentic bohemian spirit run through a palette of sun-bleached neutrals and azure blue.
Kidswear
Wanderlust
Boyswear · Spring–Summer
A boys'-wear portfolio developed for Max Fashion, built across three seasonal stories. Coastal Getaway lands on warm neutrals, eco-marine messaging and breezy seaside minimalism; Digital Wave channels 90s gaming nostalgia, glow-in-dark detailing and futuristic street energy; and Globetrotter turns to folkloric craft, earthy tones and tribal-inspired heritage. Each story runs the full arc — mood and palette, key looks and prints, through to a rendered collection lineup.
Coastal Getaway
Digital Wave
Globetrotter
The Cool Escape
Boyswear · SS & Pre-Fall
A full teen-boy direction for H&M, developed across three seasonal stories — Summer Splendor, Summer Legacy and Leisure Prepp. From Riviera old-money tailoring to washed coastal nostalgia and varsity pre-fall, each platform runs the complete process: mood and key components, print vision, component directions and a rendered range overview.
3D Work
CLOFLIX
3D Work · Designed & Rendered in CLO 3D
And just for fun — a personal project reimagining favourite films and shows as full fashion collections, each one designed, draped and rendered solo in CLO 3D. From Mad Men's tailored greys to Star Wars' galactic prints for kids, every "title" gets its own directed, produced, cast, styled and dressed collection.
Tech Packs
Cotton Jersey Yarn-Dye Polo
Tech Pack · Primark Menswear · AW26
Beyond the seasonal stories, the production-ready craft behind them. This five-page tech pack for a Primark menswear polo specs the garment end to end — annotated front, back and side flats with construction callouts, colourway and yarn-dye stripe placement, fit and button-trim references, a full points-of-measure table and bill of materials, plus care-label, heat-stamp and hang-tag artwork. Factory-ready documentation drawn to spec, with stitch types, stripe alignment and tolerances called out for the floor.
Tiered Wrap Maxi Dress
Tech Pack · H&M Womenswear · SS26
A womenswear counterpart from the same technical practice — the full tech pack for an H&M tiered wrap maxi dress in cotton voile. Five pages cover annotated front and back flats with construction callouts, the pastel colourway with solid colour options and Pantone references, fit-and-drape notes with close-ups of the wrap tie, neck binding and back shirring, a size-M points-of-measure table and bill of materials, plus care-label, heat-stamp and hang-tag artwork.
Cargo Jogger Pants
Tech Pack · H&M Kids (Boys) · AW26
A kidswear addition to the technical set — the full tech pack for an H&M boys' cargo jogger in cotton twill. Five pages cover annotated front and back flats with construction callouts, the sand-stone colourway with solid colour options and Pantone references, fit-and-silhouette notes with close-ups of the cargo flap, drawstring waistband, welt zip pocket and elasticated cuff, a size 11–12Y points-of-measure table and bill of materials (including EN 14682 child cord-safety standards), plus care-label, heat-stamp and hang-tag artwork.
print & pattern
Surface design, made to repeat.
An evolving library of original surface designs — hand-drawn, painted and built into clean, seamless repeats. Each motif is engineered to tile edge to edge, scaling across textile applications from dress and furnishing fabrics to wallpaper, soft furnishings and stationery without ever breaking the eye. Translated to fashion, repeat scale, placement and colourway are tuned to the garment — whether a print runs all-over across a flowing silhouette or sits as an engineered placement on a single panel. Each design is available for licensing or as a bespoke commission in custom palettes.
