In India also, fashion collaborations are gaining momentum, with expected pairings and surprising pairings taking center stage. The most recent partnership to emerge features two brands that, at first glance, seem like an odd couple, but a closer look at the two brands’ collection, values and overall ethos leads to a classic “Ah ha!” ” moment.
Lovebirds Studio, founded by partners in design and life, Amrita Khanna and Gursi Singh is known for its clean lines and minimal aesthetic. NorBlack NorWhite, the brainchild of Marita Kapadiya and Amrit Kumar is a bold brand that is no stranger to collaboration, having teamed up with Disapora Co and others in recent times. Although seemingly different, the designers of the two brands have been close friends for many years and often choose sets from their respective collections for special occasions.
In the words of Gursi Singh, the two brands “come from strong individual universes that live in the same galaxy but are miles apart”. Despite the obvious differences in brand aesthetics, the two brands are more similar than they appear. Both brands advocate the use of local textiles and collaboration with artisans across the country. They are known for using old-school design techniques and possessing a global vision and clientele while remaining firmly rooted in Indian culture and their collaborative collection speaks to their values while drawing inspiration from the individual character of both brands.
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The collection, which is available online on both brands’ websites and will be available at the Lovebirds store in Mumbai from November 9 for a limited two-week period, includes coordinated sets, shirt dresses and more. Pieces in the line use the latter’s bold color palette while weaving the former’s recognizable diamond pattern into sequins. Marita Kapadiya’s detailed use of textiles merge perfectly with Lovebirds’ elaborate use of pleats, clean lines and silhouettes. The printing techniques are also visible in the use of Lovebirds signature dot pattern.
The collaboration’s limited-edition pieces include splash-dyed crepe separates with tiered pleats, circle-dyed separates and a flowing shirt dress that are an amalgamation of the creative styles of these two brands.
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