Indian fashion designer Ashish Soni is the first Indian to ever be invited to New York Fashion Week, where he will promote “Incredible India” at the world-famous fashion festival next month. Soni is currently designing yoga kits, mats, towels, and t-shirts emblazoned with the Incredible India logo in a tourism ministry-backed effort to promote India to tourists around the world. The ministry is hoping to use the fashion industry’s giant international market to help lure visitors to the country, especially in the U.S. where India’s presence pales in comparison to that of Europe.

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