Clothing brand Kaprapran launches e-commerce store

By

Isabelle Crossley

Published
Aug 24, 2020

Designer Anaita Shah has launched an e-commerce store for her womenswear brand Kaprapran to cater to international customers and expand the brand’s reach in the new retail paradigm.

 
Kaprapran has joined the long list of clothing brands to launch online following lockdown, the brand announced in a press release. The brand’s first online drop was its womenswear collection ‘Dedalo’, which features brightly hued, embellished fusion wear including lehenga inspired sets and evening dresses.
 
“The idea of an online studio was brewing in my mind since last year owing to the fact that [a] huge amount of our business came from the international clientele who reached out to us via Instagram,” brand founder Shah announced in a press release.

“The lockdown gave us time to ideate and execute our e-commerce store. With the online venture, your favourite collections are just… a tap away.”
 
Kaprapran is known for its use of heritage South Asian craft techniques.

“I integrate the beauty of hand embroidery with intricate details such as mirror work, sequins embellishment, thread work, kundan work etc with western outfits to create designs symbolising power dressing as well as feminine charm,” Shah said about her latest designs.
 
Anaita Shah, originally from Afghanistan, is a self-taught fashion designer and launched Kaprapran in 2016. Shah also runs a flagship store for Kaprapran in New Delhi’s Shahpur Jat district.