FASHION

Can clothes be whimsical and practical? Contemporary clothing label Lovebirds think so

By Praachi Raniwala
03 March, 2023

Founders of the clothing label, Gursi Singh and Amrita Khanna, speak with The Established about their latest offering

There’s something so evocative about watching a show by clothing label Lovebirds, whether online or in the flesh. They inspire joy, a childlike wonder and a sense of calm even when the brightest hues are making their way down the runway. How do the designers manage to envelop the viewer in a feeling of quiet liberation at their showcases—whether it is in the garden of the Australian High Commission in New Delhi or their store housed on the premises of a church in Mumbai? “Unfeigned creativity comes from a free mind. An adult mind is fabricated to register all things taught to it, and make sense of every action. But the in-between space—that’s where we see innovation,” explains Gursi Singh, co-founder and creative director of the Spring-Summer 2023 collection, aptly called ‘Space in Between’.

“What draws our consumers is our consistent design language and just honest, good designs. It has helped build an aesthetic that people now identify with,” says Amrita Khanna

The line features the label’s much-loved classic dresses, co-ord sets, and separates in their floral motif (made in patchwork this time), terrazzo, hand-drawn landscapes and Lovebirds’ signature stripes and graphic lines

“It is meant to be uplifting, whimsical and yet practical to ultimately humour the wearer,'' adds co-founder Amrita Khanna. The inspirations are drawn from life and its nuances as well as elements of nature. It is modern with a sense of nostalgia. The line features the label’s much-loved classic dresses, co-ord sets, and separates in their floral motif (made in patchwork this time), terrazzo, hand-drawn landscapes and Lovebirds’ signature stripes and graphic lines. 

Joining forces

Lovebirds has also collaborated with Woolmark to work with Australian ‘cool wool’. Architecture, geometry and clean lines have been an intrinsic part of Lovebirds’ aesthetic and design process since the beginning. While pared down in essence, joyous colours are equally integral to their narrative. The current collection is built on this very foundation. Punchy fuchsias, sunny yellows, balmy blues and verdant greens are the stars of this show. The extensive edit of pinks in particular has already won much favour (Barbie-core is clearly not going away anywhere soon) among their patrons. “We love palettes that evoke joy and can be worn by women around the world, irrespective of seasons, occasions or moods,” adds Singh.

“UNFEIGNED CREATIVITY COMES FROM A FREE MIND”
Gursi Singh

Given the brand’s name, partnership, companionship and togetherness are at the core of their design language. “It is love that guides and anchors our worldview. Our symbiotic relationship has informed the brand’s creative processes,” admits Khanna. “Lovebirds’ growth and maturity are reflective of Amrita and my evolving interpersonal and professional relationship,” adds her husband, Singh.

The showcase for ‘Space in Between’ was no different; and was imagined as a multidisciplinary presentation—where a runway show meets performance art. The all-white runway was punctuated by a bright red sculpture made by artists and partners Doyel Joshi and Neil Ghose Balser, a means through which the couple investigated the space in their partnership and marriage with the audience invited as participants in the act of imagination. “We want to evolve into a brand that is design-led and is a convergence point for art, culture and fashion to come together. So this new collection is a conversation on art that is intentional, designs that are born from harmony and juxtaposition, and lastly, collaboration,” Khanna adds, of the vision.

Guri Singh and Amrita Khanna at their showcase ‘Space in Between’

Versatile offerings 

Ever since they launched the brand in 2012, Lovebirds has grown steadily in popularity. It has found a cult following with the thinking woman of today—whether you’re at taking in art at the Kochi-Muziris Biennale or the India Art Fair in New Delhi, grabbing dinner in Mumbai, coffee in Kolkata or vintage shopping in London—their well-tailored pieces lend themselves seamlessly to just about any setting in any corner of the world. Women are endlessly drawn to their fit, silhouettes and no-fuss yet impactful approach to design.

Architecture, geometry and clean lines have been an intrinsic part of Lovebirds’ aesthetic and design process since the beginning

"we are transforming the Indian market that is not driven by bridal wear, one day at a time,” says Singh

“We do take pride in our contemporary approach to fashion. What draws our consumers is our consistent design language and just honest, good designs. It has helped build an aesthetic that people now identify with,” Khanna says matter-of-factly. “Every collection is cosmopolitan and ageless. We emphasise the ideas of less waste, timeless styles and durable products,” Singh shares. It’s an ethos that resonates with not just Indian women, but purveyors of style across the globe.

“We love palettes that evoke joy and can be worn by women around the world, irrespective of seasons, occasions or moods,” says Singh

This explains their partnerships with Matches Fashion, Harvey Nichols UK, Beams Japan and Ounass in the Middle East in a bid to reach more people. But traversing the contemporary clothing space in India, a market that thrives on bridal wear, is no easy path. Is it a challenge they continue to face? “There most definitely has been a shift where consumers today are looking for exclusivity and distinctiveness in their everyday and occasion wear. People are now more aware of designer labels that create functional clothing and are open to investing in pieces that last a lifetime,” feels Singh. “We are moving toward a more nuanced, global personal style. A lot of Indian brands like ours are catering to this cultural transition. Slowly, we are transforming the Indian market that is not driven by bridal wear, one day at a time,” he says, with great faith in the dawn of this new order.

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