Lovebirds plans store launches for 2022, moves away from seasonal collections

By

Isabelle Crossley

Published
Feb 2, 2022

Clothing brand Lovebirds plans to expand its retail footprint in 2022 and is moving away from a purely seasonal model of launching collections in order to promote a more sustainable approach to fashion. 

“Currently, our team is planning on expanding our physical presence by introducing new stores and spreading our base,” Lovebirds co-founder Gursi Singh told Vogue India. “Internationally we’re tapping into newer sectors and markets. We have always been known for our strong visual identity but this year, we’re focused on building a larger narrative that's more relatable. We’re nurturing the local while still setting our sights on the global.”
 
Lovebirds is moving away from the traditional format of releasing seasonal collections, according to Singh. The plan for the short term is to release around four smaller collections a year which include versatile pieces which can be used in multiple seasons in a move to prevent waste. 

For its latest collection, Lovebirds has continued to experiment with sustainable fabrics including wool, organic cotton, and handwoven denim and this season its denim includes stripes of extra yarns which have been hand-cut. 

“We’re gravitating towards wrinkly and textured fabrics which, again, is an extension of our ideology of celebrating beauty in its crude, organic form,” said Singh about the brand’s upcoming collection. “Knitwear development is an extension we are exploring this year.”
 
Gursi Singh and Amrita Khanna launched Lovebirds with the aim of showcasing a different take on the classic Indian aesthetic to a global audience. The brand currently retails from its flagship store in New Delhi and its dedicated e-commerce store.