In an interview with ‘Lounge’, the designer talks about his presentation at Milan Fashion Week, his learnings as a creative entrepreneur and why streetwear has taken over the fashion world
It’s been a busy few months for designer Dhruv Kapoor. After presenting her fall collection in Milan, as part of fashion week in the fashion capital, at the beginning of January, she returned to the catwalk again last month in the same city to show her new spring-summer line. .
One of 10 international designers selected by Kering’s Material Innovation Lab (Kering MIL; a mentorship program that promotes sustainable fashion in menswear), Kapoor is one of the few Indian designers to have been part of the official calendar of the Milan Fashion Week.
In an interview with LoungeKapoor talks about recent collection, ghosts, future plans for his brand and why streetwear has taken over the fashion world. Edited excerpts:
Dhruv Kapoor at the end of the Spring-Summer 2024 menswear show on June 19
(AFP)
Tell us a bit about ‘Ghosts’.
Our collections evolve from intangible inspirations: the impact of clothing on human emotion and how we use clothing or fashion to soothe our being and spark interest and create fantasy within and around us. ghosts it served as a reminder to each of us of our limitless nature by removing planted belief systems, forced social imprints, stereotypes, and enumerated protocol. It is a combination of diverse cultures, times and thoughts to give birth to a new aesthetic… one that sits perfectly in the new world, free from social and political restrictions or gender roles.
Thoughts on the popularity of streetwear?
I feel like everything functional is streetwear. I’m always amazed at how streetwear has evolved over time, whether it’s a couture dress or a three-piece suit, they all come together in an individualistic format that maintains functionality. It is our current state of mind and forever.
Who is the loyal buyer of Dhruv Kapoor?
Our clientele, on average, would be between 25 and 65 years old. However, we do not create for a specific age, race or gender. For us, emotion is the true objective… “How do you want to feel?”…. The feel good factor is key.
What attracts you to streetwear and androgynous clothing?
It’s a mindset we resonate with. We don’t focus on street style on purpose or try to cater to that specific segment. It’s more about unusual combinations where functionality is key. The aesthetic would evolve for sure but in an organic format. I would never force a change if I don’t naturally blend in with it. My team and I seek to find a balance between gender stereotypes and social conditioning, where we bring to the fore the softer core within every man and the powerful core within every woman. Unity is the main goal.
What arouses your interest right now?
The amazing information I am absorbing through a series of books by Dolores Cannon. If one is interested in gaining new knowledge and mind-blowing approaches to life, one must have it in their hands.
What are you experimenting with fashion right now?
Lately, it has become more important to focus on the intangible impact of fashion and we are constantly researching new avenues, ancient techniques and ancient wisdom to drive our work forward.
What do you think about high fashion brands making streetwear?
The world is blurring all the borders that seek to divide. I enjoy seeing a couture dress paired with a cool pair of shoes and a baseball cap. It’s more relatable.
Your label turns 10 next year…
The journey has been inspiring and continues to inspire us every day. I’m going to leave out the numbers, but we’ve doubled and tripled our annual revenue in the last two years. Over time, we understood our strengths and were able to offer a well-selected offer.
We were learning then and we continue to learn now and this is how it evolves. I personally enjoy a challenge, but they are never so big as to create difficulties. For now, we are working on completely rebranding and every step excites me.
