Fashion designer Gaurav Gupta has come up with an exclusive collection for e-commerce site Jabong. The designs are an attempt to make couture accessible to the fashion forward women across India.
Gaurav Gupta Tribe for Jabong is curated keeping in mind the designer's signature runway pieces, including the draped sari and 3D embellishment detailing. The draped saris have Greek pleating, brooches on the shoulder and are paired with stylised blouses.
With the designs, Gupta has not only tried to give a modern twist to the traditional silhouettes like the anarkali and the lehenga but will also expand his brand's reach with online space.
"The world is changing and for businesses to grow, online space cannot be ignored. Everyone is shopping online now, and it's not just the youth that shops online," Gupta said in a statement.
"When they (the Jabong team) approached us for an exclusive line, it was an exciting opportunity for us to expand the reach of our brand and also to have a successful, meaningful and long-term relationship with Jabong itself," he added.
The collection took the designer over three months to research, develop, and finish with minute details. The ensembles are priced between Rs.12,500 to Rs.19,000.