Urvashi Kaur

Summary

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.

History

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.

Urvashi Kaur

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.

Vision

Indian fashion designer Urvashi Kaur’s vision for her eponymous brand transcends traditional boundaries of gender, season, and time. With an emphasis on inclusivity and versatility, her collections cater to the modern individual who values comfort, individuality, and the ability to adapt. By integrating both ancient and contemporary textiles, her designs reflect a deep respect for heritage while embracing global sensibilities. Through her work, Urvashi aspires to foster a culture of mindful consumption, where luxury is not defined by extravagance but by conscious creation and sustainable practices.

In her pursuit of gender-neutral fashion, Urvashi aims to break away from conventional design norms, making her creations accessible to all. She believes that fashion should not be restricted by gender but should reflect the diversity and fluidity of the modern world. Her designs are inspired by the traditional crafts of India, such as hand-pleating, block printing, and tie-dye, which she adapts into trans-seasonal, contemporary silhouettes. By reviving these ancient techniques, she seeks to bring attention to the rich cultural heritage of India while ensuring that her designs are relevant and dynamic in today’s global context.

Urvashi Kaur envisions her label as a beacon for conscious luxury, where each piece tells a story of sustainability, craftsmanship, and timeless design. Through her commitment to ethical fashion and her collaborations with local artisans, she hopes to redefine what it means to create luxurious, handcrafted fashion that respects both the planet and its people. By remaining rooted in the values of mindful consumption and cultural appreciation, Urvashi continues to lead the way in a new era of responsible, inclusive fashion.

Mission Statement

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.

Products And Services

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.

Awards And Recognition

Indian fashion designer Urvashi Kaur is well known for her trans-seasonal, travel-inspired collections and celebration of indigenous textiles and textile crafts. An inclusive fashion brand that builds on conscious luxury with an artisanal focus, the collections offer global separates with a local lineage. A true example of an expression of thinking globally and acting locally. The Delhi-based designer She has dressed many Bollywood celebrities including Shradhha Kapoor, Arjun Kapoor, Parineeti Chopra, Swara Bhaskar, Neha Dhupia and Huma Qureshi.

References

• Official website Urvashi Kaur
• Urvashi Kaur Voice Of Fashion
• 5 designers on what it takes to keep the fashion industry captivated for 10 years Elle
• Urvashi Kaur Ensemble
• Fashion Designer Urvashi Kaur Reveals Her Success Story India.com
• Urvashi Kaur decodes the DNA of her label that champions being you Telegraph
• Urvashi Kaur FashionFad
• Urvashi Kaur Platform
• The ethereal allure of Urvashi Kaur’s 450-square-foot flagship store in Gurugram Architectural Digest
• 3 Indian designers who hit the 10-year milestone recount their journey Vogue
• Urvashi Kaur Takes Inspiration From Travel Destinations And It’s Culture India.com
• Mindful Marvellous Craft For The Contemporary Wardrobe By Urvashi Kaur Elle
• Kickin’ It Back With: Urvashi Kaur Grazia
• Urvashi Kaur: Mindful Design Voice Of Fashion
• Punk Spunk Mint Lounge
• Designer Urvashi Kaur On How Brands Should Approach Pricing Strategies Grazia
• Urvashi kAUR verve