Our aim is to reach a market seeking uniqueness in fashion
Capisvirleo, founded in 2018 by NIFT alum Ishita Verma, is a lifestyle brand crafted for the Bohemian soul, creating handcrafted products and clothing that celebrate freedom, individuality, and artistic expression. Known for its vibrant use of colours, textures, and sustainable practices, Capisvirleo blends traditional techniques like tie-dye and shibori to produce visually stunning and eco-friendly fashion pieces. In a conversation with Fibre2Fashion, Founder and CEO Ishita Verma discusses the label’s Bohemian style, international presence, sustainability, collections and more.
How has consumer awareness of sustainability changed the way fashion brands operate?
Consumer awareness of sustainability has fundamentally altered how fashion brands function. No longer can brands operate under the veil of opacity; transparency is now the currency of trust. In response to heightened scrutiny, fashion houses are compelled to adopt radical transparency, showcasing their eco-friendly practices, ethical sourcing, and supply chain accountability. This shift is not merely a reactionary measure but a strategic imperative to align with evolving consumer values and ensure long-term relevance in an increasingly discerning market. By making sustainability a core value, brands are not just adapting but leading the change in the industry.
How can brands balance the demand for fast fashion with the need for environmentally friendly practices?
To strike a balance between fast fashion and environmental sustainability, brands must prioritise responsible practices at every stage of production. From adopting zero-waste pattern making techniques to minimising dead stock through efficient inventory management, there are various strategies to reduce waste and minimise environmental impact. Embracing sustainable materials, implementing ethical sourcing practices, and investing in eco-friendly production processes are crucial steps towards a more sustainable fashion industry. Moreover, educating consumers about the importance of mindful consumption and supporting brands that prioritise sustainability can drive meaningful change. As climate change continues to pose significant challenges, it is imperative that the fashion industry takes proactive measures to mitigate its environmental footprint and contribute to a more sustainable future.
How do you think technologies like AI and VR will impact the future of fashion design and retail?
The integration of technologies, such as AI and VR, into fashion design and retail is poised to revolutionise the industry. From predicting consumer preferences through personalised recommendations to enhancing the online shopping experience with virtual try-ons, these advancements offer unprecedented opportunities for innovation. AI-driven tools empower designers to streamline workflows, optimise decision-making, and unleash creativity in new ways. Moreover, VR technology enables immersive retail experiences, bridging the gap between physical and digital realms. As technology continues to evolve, its synergy with human creativity will shape the future of fashion, offering endless possibilities for designers, retailers, and consumers alike.
How can emerging brands leverage their participation in fashion weeks and trade shows for maximum benefit?
Fashion weeks and trade shows serve as platforms for brands to showcase their unique vision, craftsmanship, and innovation to a diverse audience comprising industry insiders, buyers, influencers, and fashion enthusiasts. By strategically leveraging their participation, emerging brands can seize valuable networking opportunities, forge meaningful connections, and establish credibility within the fashion community. Moreover, engagement with attendees fosters brand awareness and loyalty, laying the foundation for long-term growth and success.
Talking about your company, what inspired you to found Capisvirleo, and how do you believe it stands out in the crowded fashion market?
Capisvirleo was born from my passion for the vibrant interplay of colours, fusion of styles, and the intricate artistry of ethnic and bohemian fashion. I have always been captivated by how these elements can transform clothing into a form of art. My core inspiration lies in merging comfort with style, ensuring that each piece is not only visually stunning but also exceptionally wearable. The brand distinguishes itself in the crowded fashion market by offering unique, handcrafted garments that celebrate individuality and craftsmanship. Our designs are a testament to personal expression, making each piece a distinctive work of art.
What initially drew you to Bohemian style, and how did you go about incorporating it in your designs?
My initial fascination with Bohemian style stemmed from its free-spirited nature and eclectic mix of textures, patterns, and vibrant colours. Bohemian fashion represents a sense of freedom and individuality that resonates deeply with me. We blend traditional ethnic details with modern bohemian aesthetics, creating pieces that are both timeless and contemporary.
Could you elaborate on your zero-waste philosophy and how you implement eco-friendly practices throughout your production process?
At Capisvirleo, our zero-waste philosophy ensures that nothing goes to waste. We create packaging bags from unused materials and craft jewellery from scrap fabric and waste threads. Many of our designs feature patchwork, using remnants from tie-dye processes to create unique fabrics. This not only reduces waste but also adds a distinctive charm to our garments.
How do you balance the artistic expression inherent in Bohemian style with the practical demands of wearable fashion in your designs?
The Bohemian style’s free-spirited aesthetics naturally lend themselves to creating comfortable, breathable garments. Post-COVID, there has been a significant shift towards fashion that prioritises comfort without compromising on style. We focus on luxurious fabrics and intricate details that embody Bohemian artistry while ensuring our designs are wearable and practical for everyday life.
Can you take us through your creative process? How do you decide on the colours, textures, and techniques for each collection?
We prioritise colours that not only appeal to the eye but also evoke emotions and sensations. As a textile-based brand, achieving the perfect shade is paramount, given our focus on dyeing. This pursuit of the ideal hue adds a unique charm to our creations, setting them apart. Our creative process is characterised by extensive surface explorations, where we push the boundaries of practicality to unleash boundless creativity. For instance, in one of our summer collections, aptly named ‘Pina Colada’, we ventured into a realm where print and tie-dye intertwine, inspired by the vibrant essence of tropical cocktails.
With a variety of techniques like tie-dye, shibori, and patchwork, how do you ensure each piece remains unique while maintaining a cohesive collection?
Curating our textiles offers both the challenge and beauty of ensuring that each piece is unique. This individuality is what sets our collections apart. By focusing on specific elements like colours and embroidery types, we maintain cohesion across diverse techniques such as tie-dye, shibori, and patchwork. Each ensemble in a collection draws from a singular inspiration and palette, creating a harmonious narrative throughout.
Capisvirleo is available in several high-end stores across India. How do you select the retailers and boutiques that showcase your collections?
In the end, our selection of retailers and boutiques boils down to our clientele. We target those with free spirits, offering them an experience of luxury. How we present our products to this audience is crucial, as it is what fosters a connection with them. We invest considerable time and precision in choosing outlets that align with our ethos. Our aim is to reach a market seeking uniqueness in fashion.
What has been your strategy for growing Capisvirleo’s presence internationally, and which markets are you targeting next?
Our strategy for expanding Capisvirleo’s international presence revolves around our resort wear and easy clothing lines. We believe there is a substantial market for our brand beyond India, especially considering the growing freedom and expression in fashion globally. Geographically and psychologically, markets like the UAE and other Middle Eastern countries hold significant potential for us.
Can you share some insights into the upcoming festive and winter collections that are set to launch later this year?
Our highly anticipated July launch promises a captivating blend of maximalist fashion intricately woven with subtlety and wearability. Moreover, you will witness a delightful nod to our sustainable techniques, adding an extra layer of meaning and purpose to each creation.
Looking towards the future, what long-term goals do you have for Capisvirleo, and how do you plan to achieve them?
Our vision for Capisvirleo extends beyond fashion; we aim to embody the essence of bohemian elegance in every creation. Our long-term goals include becoming a beacon of creative expression and sustainability, fostering a global community that celebrates individuality. By innovating, storytelling, and nurturing meaningful connections, we aspire to leave an indelible mark on the world of fashion, inspiring generations with our ethos of authenticity and inclusivity.
Finally, what trends do you see emerging in the fashion industry over the next five years?
In the next five years, we anticipate a continued shift towards sustainable and ethical fashion practices, with consumers prioritising transparency and accountability. Additionally, we expect to see a rise in demand for versatile and timeless pieces that offer longevity and adaptability. Inclusivity will become the norm, influencing design choices and brand messaging. Emerging societal topics will serve as inspiration for fashion choices, reflecting a deeper connection between clothing and culture. The slow fashion movement will continue to gain traction, emphasising quality over quantity and promoting mindful consumption.
