Gaurav Gupta steps into seasonless couture

By

Isabelle Crossley

Published
Jul 26, 2022

Eponymous designer Gaurav Gupta has embraced a seasonless approach with the launch of new couture collection 'Heiress of Dunes’ as the brand takes a more versatile, youthful approach to couture. 

The disruptions to schedules and fashion weeks caused by the Covid-19 pandemic, along with a more general movement away from rigid conventions, has led numerous designers to adopt a more personalised approach to their collections. With Gupta’s latest launch, his brand has gone seasonless and plans to henceforth launch a number of collections annually, without being tied to specific calendars, Vogue India reported. 
 
“We have multiple drops of collection in our store now,” Gupta told Vogue India about going seasonless. “You’ll be seeing another collection from us very soon. You know our plans have changed. Gone are those days when we would do like two or three collections a year. I think now everyone is doing capsule collections, which are capsule concepts. For me ‘Heiress of Dunes’ is a concept and it’s a part of my larger couture offering for 2022. I’m always excited to come up with multiple concepts. It’s like we’re telling multiple stories in one year. And I think this new format is great! Social media has really helped as well to put it all forward.”

The brand’s new collection features textiles including georgettes, organzas, and crepes for a tactile feel. With ample bridal options as well as more experimental, red carpet style gowns, the collection brings Gupta’s signature architectural style to a wider audience than ever before. This can also be seen with Gupta’s growing celebrity clientele which ranges from American musicians Meghan Thee Stallion and Cardi B to Bollywood royalty Aishwarya Rai Bachchan. 
 
“When I started looking at the dunes and its changing shape with time, we started looking at pyramids and Egyptian references,” said Gupta about his inspirations for the collection. Some of the embroidery intertwines together like snakes and ladders, DNA structures, so it has a connotation of time. Some of the ornamentation is literally architectural and mathematical. You’d see a particular cut and it would look like a pyramid. There’s also a crop of black, that depicts the blackness of time, with fluid shapes, amorphous shapes that come across in the construction of ruffles.”