THE TFE JOURNEY

‘Fashion is the most profound form of self-expression for a woman’

This belief forms the ethos of The Fashion Edit (TFE), an exclusive e-commerce site that brings stunning, carefully curated and affordable collections by talented Indian Fashion Designers.

The TFE story, scripted by entrepreneur Aditi Parekh, began seven years ago in Ahmedabad with the launch of a fashion store, a pioneering trunk show and a large format luxury show featuring India’s best designers.

Today, in its digital avatar, it offers a lusciously-designed, easy-to-navigate site with practical style solutions for the fashion forward woman to buy trending designer dresses. TFE’s myriad merchandise includes stand-out Festive collections, Indian dress suits, Latest Indian suits, statement Party outfits, fun Casual wear and eye-catching accessories.

However, TFE is much more than an online fashion store. It is a movement that initiates empowering conversations to help women entrepreneurs express their identity. From influential achievers donating their pre-loved clothes for charity to hotshot editors curating their personal picks along with experts lending their knowledge, we bring to you one of the best fashion websites in India embodying the reflection of a woman’s true desires.

ADITI PAREKH, FOUNDER

Hailing from a renowned bureaucratic business family in Delhi and married into an industrialist household in Jodhpur, Rajasthan, entrepreneurship runs in Aditi Parekh’s DNA. Sinking her teeth into the family business, she worked in fields as diverse as shipping, logistics and travel. An online course from Harvard Business School further honed this MBA grad’s business sensibilities as she went on to establish the Young FICCI Ladies Organisation in Ahmedabad.

Her inherent acumen for entrepreneurship met with her undying passion for fashion resulting in the launch of a multi-designer fashion store in Ahmedabad in 2013. She was also the pioneering fashion curator in Ahmedabad, bringing India’s best designers to the city through sophisticated trunk shows and large format luxury showcases. These successful curations led to the launch of The Fashion Edit which has now metamorphosed into a sparkling online fashion store.

Aditi’s dream is to empower women by making luxury fashion affordable and accessible to them through handpicked Indian designer outfits. Her efforts to positively impact women entrepreneurs have won her the Udgam Women Achievers Award 2020 as well as the Most Admired Global Indians 2020 by Passion Vista. Aditi’s personal touch in every aspect of TFE, makes her an important contributor to the dynamic fashion scene in the country.

ASHINI PATEL, CO-FOUNDER

Ashini brings in with her some stellar human resource management and administrative skills, owing to her vast experience in business. Ashini has always held a deep interest in all things fashion and this, combined with her unique skill-set and managerial abilities, has ensured that ‘The Fashion Edit’ created a unique identity in a dynamic and competitive industry like fashion. After curating exhibitions that catered to the needs of the modern shopper who loved to buy designer dresses as well as artistes who got a platform to showcase Indian designer collections, Ashini is now taking the concept forward to display unique Indian design sensibilities and our rich heritage at a global level.