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THE COVER STORY

Designer Gaurav Gupta had a super roll with his garment featured on cover of magazine Nylon and on Bello.

Written by Shefalee Vasudev |
June 16, 2012 10:38:07 am

Designer Gaurav Gupta who made some very relevant points about the Indian fashion industry’s legacy for young designers at the Express Adda recently has been on a super roll. His garment has been featured on the cover of American pop culture magazine Nylon (with rockstar Shirley Mason wearing his design) as well as on Bello,another fashion magazine published both from France and the US.

Just a little before that Tinsel Tokyo magazine did a fashion shoot with a chunky necklace by Gaurav. He is visibly excited. While his edgy,non-conformist clothes are a very good reason why international magazines are favouring him,what’s really pushed up his resume at the moment is a documentary film that will be shown in London during the Olympics. He is only designer to be chosen to represent contemporary fashion and art as part of the Fashion is Great series produced by the British Government. These series are a part of the Great Britain programme which is about influential people from different parts of the world,who have a special relationship with England. Having studied at Central St Martins and then worked for Vivienne Westwood and Stella McCartney,Gaurav learnt to shrug off the confining dimensions of Indian fashion early.

I have known him closely for a few years now and we meet for “conversations” over coffee by appointment. These talks meander from the challenges of radical living in Delhi despite having a conventional Gupta family in the same city,the clothing revolution among middle aged women,and of course why the Indian fashion media doesn’t think out of the box.

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What particularly interests me about Gaurav’s fashion strategy is how he did not negate the bridal market despite his avant garde thought and design philosophy. He bowed down to it and included it but pushed his modernism on stage. He created lehnga gowns as well as structured Grecian bridal saris to bite into a throbbing retail segment (who can say no to wedding wear in India after all?) but has kept it refreshingly contemporary.

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