Marrying her interests in photography, design, and self-expression, Ishika Madaan established the clothing brand ICHO in 2021. Centered on those who choose to express themselves through the lenses of fashion, the brand celebrates vibrant prints, luxury in comfort, and equal parts minimalism and maximalism.

Besides the unapologetic visual language, the brand is deeply committed to production that’s ethical and sustainable. From fabric to packaging, every decision is conscious.

The brand’s aim is to create pieces that feel good when worn.