Sunday Observer Fashion Designer of the Year Contest 2008:

Ashok Duminda's incredible talent recognized

By Rosanne KOELMEYER ANDERSON

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'Success often comes to those who dare to act. It seldom goes to the timid who are afraid of the consequences. It is the small decisions that we make everyday that creates our destiny,' as it was for Ashok Duminda, the winner who took it all! An exhilarating victory for the young enthusiast who was bent on sending his entry coupon for this year's contest.

'Enthusiasm is the steam that drives the engine' and Ashok Duminda had contemplated on taking part in this competition for the past two years but time had not permitted him to do it. He was busy working incessantly, sharpening his tailoring talent to make ends meet for he was only a small time customary gent's tailor by profession.

However, being young and inspired to pursue a career in fashion designing, have a brand name some day and make a name for himself he stepped into serious business about one and a half years ago. He enrolled for the first batch at the Selak School of Design (Pvt) Ltd., Boralesgamuwa which was close to his residence, Ashok attended a Diploma Course in fashion designing. However, prior to taking to tailoring Ashok Duminda had worked at CITI, Ratmalana in the production line where he had completed a course in management. He worked for just six months as a pattern maker and joined a friend who had a tailoring shop to make best use of his talent. Having got the knack of the business, he thereafter ventured into his own business where he cut, ironed and sewed toiling endlessly.

As he put his talent to the grind, the young enthusiastic's business began prospering and he was able to hire an assistant to sew while he did the designing and cutting. 'I was very much inspired to move into ladies fashion for quite some time. That is why I had named my business 'Fashion Tailors,' he said. 'But it was only when I recruited an assistant that I was able to find time to embark on my long felt dream. The new experience at this school of designing was incredible. I learnt so much, drawing sewing, marketing and to be a critique as well. The course is so comprehensive, there are fourteen subjects in all. What I enjoy best is that there should be a message in every outfit one designs. So designing becomes very meaningful, similar to the portrayal of an artist.

'The choice of colour is also important; blending similar material with matching colours give sophistication and elegance to clothes. And stiching the garment is even more important. Being able to design alone is not sufficient. Practicality and precision in stiching are the key features which add finesse to an outfit. If you are unable to sew well I think it is a big drawback for a designer.' So if you are contemplating on pursing a career in fashion designing make sure you learn to stitch neatly. There is an intellectual method of madness to his creations. 'But every tailor or dress maker cannot become a fashion designer for learning the subject of fashion designing is intricate and one has to learn it properly and have the knack for it to become a somebody in the field.'

Commenting on his victory, Ashok Duminda whose alma mater is President's College, Maharagama unassumingly says he could not believe his eyes.

It was an incredible feat in his life. This is just the beginning, I have many plans lined up in the near future but I would like to work with brands too and be a part of greater opportunities. This would probably be the best time for those in the fashion industry to go for the gold and clinch the opportunity to strike when the iron is hot.

Ashok Duminda was very happy with his office wear, his favourite segment which was highly rated for its elegance and practicality.Refined and exclusive it was ideally suited for the corporate executive. He said it was the first outfit he turned out for the contest. He worked with a mix of black stripes on white shiny fabric and black shiny fabric; a strikingly compatible colour combination to go with the body shape of his model Puyumi who did the honours for him at the prestigious event. And so was it with the evening and saree wear too. 'Colours go with the trend and some of us stuck to the trend forecasting colourpalate.

With the fabric trend in Sri Lanka there is a good selection. 'Commending the effort of Chula Nanayakkara Ariyaratne who coordinated this show for all aspiring young designers Ashok says this contest gave equal opportunity to all without an age barrier to find favourable avenues of employment.A very big thank you to Chula Nanayakkara Ariyaratne and the sponsors.

This trend should be continued because the other batch of students at my designing school are eagerly waiting to take part in next year's contest. There are very few fashion designers in Sri Lanka and this is a fine platform for promising designers to showcase their work.

'I wish to express my opinion that the models should have been brought up on stage with the designer winners like in the previous years as it was difficult for the audience to connect the designs with the designer.

In my case I was wearing a shirt similarly designed so it was identifiable, so connectivity was not an issue but for the other two winners Shehan and Ruwani it would have been a different scenario because the audience was kept guessing. Also the fifteen finalists should have been awarded with at least certificates on stage because everyone put in a lot of effort.''There was much talent but as I was studying the subject I was able to come up with some good presentations. But I also take this opportunity to thank the Chairman of Selak School of Designing (Pvt) Boralesgamuwa, the Principal Damayanthi Wedage the Principal and the lecturers Prabath, Kanchana, Vikum and Mahesika who work diligently to give the students their best.