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Trans-seasonal, adaptable and gender inclusive, the label endorses a policy of conscious consumption as well as creation.
Trans-seasonal, adaptable and gender inclusive, New Delhi-based luxury label Urvashi Kaur endorses a policy of conscious creation and mindful consumption. The fashion designer uses indigenous textiles and ancient textile crafts like tie-dye, block printing, hand-pleating and layering.
Urvashi Kaur studied Conceptualisation of Design at Esmod—a century old private school in Paris that taught her how to express herself on paper and transform her designs to dresses. The fashion designer has an interesting lifestyle and design history. Growing up as an army kid let she had the opportunity of visiting some of India's remotest villages where she encountered rich textiles and ancient crafts like tie-dye, block printing, hand-pleating and layering. She acme so deeply interested that sh launched her eponymous label.
Urvashi Kaur also had access to international, contemporary fashion because of her grandmother’s love for travel, whose tenets she fused with her traditional local knowledge to create dynamic collections for the new-age Indian woman. Another hallmark of her collections is their gender neutrality.. on launching her menswear line in 2016 Urvashi Kaur realised there wasn't a huge difference between the construction of menswear and womenswear.
Per Elle: "The designer admits it takes a village to run a successful brand.. crediting her mum with being the ideal Urvashi Kaur woman- her husband for being a hands-on dad to their three children, and her niece who works with her. With this strong family support system in place, she says, plans are already underway to take the label international with retailers in Sri Lanka, the Middle East and most recently Europe."
She didn't always have it easy. Per The Telegraph: “When I started the challenges were the weavers, the timeline because this is a disorganised industry I think. Also, stores weren’t buying or investing in collections that were khadi based and working at a price. Pret was at its nascent stage at that time. It was a challenge to convince. We lost many orders because we didn’t get our fabric on time. It’s been a journey. Now it’s better apart from the economic slowdown where everyone is rethinking retail."
Per Voice Of Fashion: ‘When she designs Kaur takes some cardinal points into consideration: "The label is tied around versatile separates. When I ideate I am thinking of the wearer. In how many ways can the clothes be worn? How comfortable are they?” she says harping on the brand’s genre-less philosophy: “I don’t follow trends. Doing that is an easy way of getting featured in one publication or another. The fact that there are no rules is beautiful.”'
A stalwart in sustainable fashion.. Urvashi Kaur is the perfect intersection of heritage, culture and mindful design. The label’s artisanal ensembles are a fresh take on luxury with a trans-seasonal gender-neutral approach to design. Per Voice Of Fashion: '“Textile is a medium and source but the aim is fashion. Yes I work with weavers and clusters but I don’t harp on the revivalist theory. It is fashion that excites me” she says, terming sustainability an often “thrown around” word in Indian fashion.'
Till date Indian luxury fashion brand Urvashi Kaur embodies glocal fashion –a hybrid expression of thinking globally and acting locally, keeping her designs global in their construction but Indian in their sensibility. The designer endorses an alternate fashion movement by embracing heritage hand-woven, organic textiles and natural dyes. Constant promotion and revival of indigenous Indian weaves and age-old techniques define her design philosophy.
Founded by environmentally conscious designer Urvashi Kaur.. the eponymous luxury fashion brand is trans-seasonal, adaptable and gender inclusive as it embodies glocal design philosophies with mindful consumption and ethical creation as its base. The designer's approach is rooted in inclusivity and versatility.. her personal and design aesthetics transcend age.. emphasising timelessness and individuality built on a narrative of inclusivity, mindfulness and reinvention.
Indian fashion designer Urvashi Kaur's design aesthetic is rooted in comfort and cosmopolitanism. er re-imagined salwars- asymmetric tunics- kurta-dresses and cropped blouses are most popular and can usually be found in an earthy palette. Most collections are handwoven and handcrafted in collaboration with artisans in Kota- Rajasthan and the frequent incorporation of leheriya and Ajrakh can be seen.
Urvashi Kaur's eponymous fashion label has separates that are global and dynamic, transitional and modern. The collections attempt to weave different cultures into the modern silhouettes for the everyday new-age man and woman, who can wear their pieces from day to night enhanced by her line of fashion accessories.
