Designer Gaurav Jai Gupta talks about Akaaro’s philosophy, latest collection, and future plans

Fifteen years ago, Delhi-based designer Gaurav Jai Gupta launched Akaaro, a label that believed in seasonless design. Since then, it has been consistent with its philosophy. “We’ve not really changed the vocabulary or looked at trends. So, I think we have grown our base slowly and steadily,” says Gupta. For him, the journey has been way more than just numbers. “I think the industry has really matured between then and now. Earlier, we were sort of a niche brand. But there is much more awareness today, which gives us a lot more confidence.”

Gupta is a trained woven textile designer from London.

When he moved back to India, everyone was focusing on the traditional embroidered body of work. “And, here I was with all woven textiles—something very simple and minimal,” he recalls. But innovation has been a driving force from the very first day. The brand experiments with Indian textiles by developing original fabrics and makes pieces that are both timeless and edgy. Gupta says they have been having fun with it lately. “We’ve really worked on our styling now. Earlier, the focus was largely on the textile side of it.”

Akaaro is also minimising its footprint on the environment. Its latest collection, Moonrise, epitomises the ethos of sustainable couture craft. For this collection, Gupta and his team transformed discarded materials into vibrant, textured fabrics reminiscent of Wes Anderson’s cinematic palette. “A lot of yarn is left after every season, and we don’t throw anything away. That was a trigger point.”

Gupta has also looked at the aspect of functionality. His collection for the Lakme- Fashion Week in Mumbai this year is a case in point. It was modern, urban, and sustainable. “There was something in the air that day. I was backstage. So, I honestly have no idea how people felt when they saw the collection, but I think it was a very special show. It was extremely well received,” he tells Bazaar India.

As Akaaro looks to the future, Gupta remains tight-lipped about upcoming plans but hints at expanding their couture offerings. “Finally, I think we will be launching our bridal saris that people can cherish as heirloom pieces,” he adds. 

Image credits: Akaaro

Also read: All the highlights from India Couture Week 2024

Also read: The hottest moments from Lakmē Fashion Week x FDCI 2024