Fashion’s fairy godmother talks about what makes QUOD special

On the morning of 15th June, 2019, a cold email asking for physical samples at the VOGUE office was replied to by an obscure label called QUOD. The rest is history.

“I’m always thrilled when encountering innovative designs that seamlessly blend scale and elegance. Wearing my first QUOD was an unforgettable experience,” shares Anaita Shroff Adajania or ASA, as she is fondly called. From championing underdogs, setting them up for success and seeing them through both highs and lows, the stylist and costume designer is fashion’s own fairy godmother (long live the queen!). And QUOD has been lucky to experience her magic firsthand.

“I still vividly remember the first time I wore QUOD. It was during a major fashion event, full of chaos, bustling conversations and afterparties,” she recalls, “The intricate use of tulle in crafting the dress created an enchanting moment. Moments like these reinforce my belief in the brand’s ability to capture and endure.”