Before QUOD, there was Anaita.

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

From championing the underdogs, to setting them up for sucess, and seeing them through their highs and lows; Anaita Shroff Adajania, or ASA as she is fondlycalled, is fashion’s own fairy godmother. And we’ve been lucky to experience her magic firsthand. Long live the queen!

 “I'm always thrilled when encountering innovative designs that seamlessly blend scale and elegance. Wearing my first QUOD was an unforgettable experience.

I vividly recall it was during a major fashion event, amidst conversations and a bustling after-party atmosphere. The intricate use of tulle in crafting the dress created an enchanting moment. It's moments like these that reinforce my belief in the brand's ability to captivate and endure.”– Anaita.