Gaurav Gupta launches new online store

By

Isabelle Crossley

Published
Sep 4, 2020

Designer Gaurav Gupta has launched a ‘luxury online retail experience’, which goes live on September 5, and will feature his eponymous brand’s latest occasion wear collection. 

As Gaurav Gupta celebrates 15 years in the Indian fashion industry, he announced the launch of a new e-commerce store on Facebook along with the hashtag ‘GG goes online’. The store will retail Gupta’s selection of fusion style occasion wear including sculptural gowns and separates. 
 
As luxury fashion evolves during the ‘new normal’, a number of premium brands have embraced online retail for the first time in the aftermath of lockdown. Gupta already retails online on a number of multi-brand luxury e-commerce stores including Ogaan, Aza Fashions, Pernia’s Pop-Up Shop, and Carma, and the dedicated e-commerce store will both expand the brand’s online presence and enable it to curate an immersive online experience.

Another way that Gupta’s brand has adapted during the ongoing pandemic is its new approach to couture. The brand recently announced that it is holding virtual consultation sessions for customers wishing to view couture designs at one of its five flagship stores.
 
Customers are asked to book a consultation time slot when they can browse the store via video and shortlist their preferred outfits. A brand stylist will then visit the customer’s residence and bring along the selection of designs for a fitting session.
 
Gaurav Gupta launched his eponymous brand in 2005 in New Delhi after graduating from Central Saint Martin’s College, London. The brand has two flagships in New Delhi and one in Mumbai and also opened flagship stores in Kolkata and Hyderabad in 2019.