Our collections offer a fusion of tradition and contemporary flair
Kamaali Couture (Venture of Shruti Mehta) is a bespoke bridal, couture, and luxury prêt label co-founded by sisters Kamaali and Shruti Mehta. Renowned for glamorous bridal and occasion wear, the brand seamlessly blends traditional and modern aesthetics in its handcrafted, timeless designs. Each garment is meticulously crafted to reflect versatility, functionality, and the modern woman’s strong sense of fashion and visual appeal. Speaking to Fibre2Fashion, Founder Shruti Mehta discusses couture fashion.
What future trends do you see emerging in couture fashion globally, and how might companies adapt to these trends?
Emerging trends in couture fashion are increasingly influenced by technological advancements, sustainability, cultural diversity, and a shift towards more inclusive and personalised fashion. There is a growing demand for inclusive fashion that caters to diverse body types, abilities, and gender expressions. Brands can design clothing lines that are adaptive and inclusive, ensuring they cater to a wider audience. The integration of technology in fashion, such as smart fabrics, wearable tech, and 3D printing, is on the rise. Companies can invest in research and development to innovate with smart textiles that offer functionality to fashion.
How has the fashion industry’s approach to bespoke bridal and luxury fashion changed over time?
The fashion industry’s approach to bespoke bridal and luxury fashion has undergone significant transformation over time. There is a blend of regional styles with modern aesthetics, allowing brides to choose outfits that reflect both their heritage and personal style. There is a noticeable Western influence, with elements like gowns, veils, and contemporary silhouettes being incorporated into bridal collections. Technology allows for extensive personalisation. Brides can work with designers to create unique pieces ensuring a perfect fit and design. The rise of e-commerce platforms and online boutiques has transformed how brides’ shop for their wedding outfits. Virtual consultations, online catalogues, and even virtual reality experiences are now part of the bespoke bridal shopping journey.
What are the biggest challenges facing the luxury fashion sector today, and how can they be addressed?
The fashion industry is under increasing scrutiny for its environmental footprint, including waste, pollution, and carbon emissions.
1. Luxury brands are expected to lead by example in sustainability practices. Solution: Implement eco-friendly production processes, use sustainable materials, and reduce waste.
2. The prevalence of counterfeit goods undermines brand value and consumer trust. Solution: Actively pursue legal action against counterfeiters and collaborate with online platforms to detect and remove fake listings. Educate consumers about the importance of buying authentic products and the risks associated with counterfeit goods.
How do you think sustainability can be integrated into the practices of the high fashion industry, particularly considering the personalised approach of bespoke?
The bespoke model inherently reduces waste by producing only what is needed, eliminating overproduction, which is common in mass production. Custom-made garments reduce the likelihood of returns and discards due to poor fit, further minimising waste. Emphasising quality craftsmanship ensures that garments are durable and long-lasting, reducing the need for frequent replacements. Creating classic, timeless designs rather than following fast fashion trends encourages customers to keep and wear pieces longer.
What inspired you to start Kamaali Couture, and how has the brand evolved over time?
The label started in 2008 with a small workshop and studio setup, making customised clothes for near and dear ones. Over time, we began exhibiting in pop-ups and made our collection available at multi-designer stores. With the overwhelming response we received, we decided to open our first flagship store in 2016.
How do you balance maintaining traditional elements with incorporating modern trends in your designs?
Our collections stay true to our signature style of stylised sarees while introducing a wider range of silhouettes and intricate embroidery. Inspired by the evolving tastes of modern women, our collections offer a fusion of tradition and contemporary flair. We have introduced the concept of separates, allowing each piece to be styled individually for a variety of looks. Each design reflects a harmonious blend of timeless elegance and innovative craftsmanship, ensuring that every woman finds her perfect statement piece, whether it is for a traditional occasion or a modern-day celebration.
How does Kamaali Couture integrate sustainable practices into its operations and design philosophy?
At Kamaali Couture, we work on a bespoke couture concept where each garment is crafted to an individual’s size and specific requests to avoid making multiple garments and having lots of stock. As a design philosophy, we create timeless silhouettes and put a modern take on them so that they can be worn over and over again while still looking relevant.
How do you source the materials for your garments, particularly the embroideries and bejewelled elements?
We source our materials from stores that have been in the industry for years and understand our customised requirements while following ethical practices to make the raw material. We strive to use materials that are universal and can be used repeatedly, ensuring they are not specific to a particular collection.
Can you describe the process of creating a bespoke piece from concept to completion at Kamaali Couture?
As a customer, if you walk into a Kamaali Couture store, you will be spoilt for choice with a varied collection and silhouettes. Our team carefully understands the occasion and your requirements, suggesting 2-3 looks for you to try and offering options to customise not only the size but also the colours, mix, and match of the cut etc. Once the look is finalised, measurements are taken, and a beautiful garment is handcrafted for you.
Fit is crucial in couture fashion. Can you elaborate on how your label ensures an impeccable fit for each garment?
Fit is our USP. It is rare that a customer places an order, comes for a trial, and instantly says to pack it as it fits like a glove. At Kamaali, we understand the ever-changing requirements of clients who need the perfect fit for the selected silhouette to enhance their look. We have a dedicated team of pattern masters, drapers, and tailors who ensure that the garment fits as per the client’s expectations.
Are there specific techniques or processes you employ to tailor each garment to individual specifications?
Yes, every garment is a bespoke creation personalised according to an individual’s taste and preference. We have set patterns ready that are graded to accommodate plus-size requirements as well. As we receive an order, we match it with our pattern and tweak it to give the perfect fit.
Your label specialises in gowns and elegant cocktail dresses. What do you believe makes a Kamaali Couture gown unique?
Kamaali Couture gowns are known for their exquisite craftsmanship, attention to detail, and use of luxurious fabrics. Each gown is meticulously designed to exude sophistication and elegance, making it a perfect choice for special occasions and red carpet events. The intricate embellishments, detailed lacework, and flattering silhouettes are some defining features that make a Kamaali Couture gown stand out.
Could you share the story behind your collections, such as Celestia or Lumiere?
Kamaali Couture is known for creating collections that blend traditional craftsmanship with contemporary designs, resulting in stunning and unique pieces. The inspiration behind each collection can vary, drawing from themes like nature, art, or cultural influences to create a cohesive and captivating line of gowns and dresses.
Can you give us a sneak peek into any upcoming collections at Kamaali Couture?
Celestia - Spring/Summer 2024: In Kamaali Couture’s Spring/Summer 2024 collection, every garment, from the fluidity of its draping to the structured silhouette, echoes the graceful movements of Greek goddesses. The narrative unfolds like a poetic dance, seamlessly blending classical elegance with modern opulence. Just as the colours weave their story of rebirth and renewal, the garments themselves become embodiments of this harmonious juxtaposition. Draped silhouettes flow effortlessly, evoking the timeless beauty of antiquity, while delicate embellishments, inspired by the drapery of goddesses, add an intricate layer of sophistication. From structured forms to fluid lines, each piece is a testament to the fusion of structure and fluidity, creating a collection that transcends time and trend. This tapestry of opulence, spanning from ivories to crimson, breathes new life into the classical elegance that defines the brand, heralding an era of rebirth and renewal through the lens of sartorial splendour.
What themes or inspirations can we expect to see in your next line of designs?
We are excited to share that we have already begun working on our next edit, focusing on enhancing our signature motifs to bring even more depth and intricacy to our designs. Building upon our unique selling proposition (USP), we are delving deeper into the artistry of our motifs, incorporating finer details and intricate embellishments to elevate the overall aesthetic of our collection. Each motif is meticulously crafted to tell a story and evoke a sense of wonder and enchantment, staying true to our commitment to delivering exquisite craftsmanship and unparalleled quality. Stay tuned for more updates as we continue to bring our vision to life and unveil our latest creations!
Lastly, what strategies do you believe are most effective for emerging designers to establish themselves in a competitive market?
Clearly define what sets your designs apart. A distinct style or innovative approach can make your work recognisable and memorable. Use consistent logos, colour schemes, and branding materials across all platforms. This helps in building a recognisable brand. Utilise platforms like Instagram, Pinterest, and TikTok to share your designs, behind-the-scenes processes, and connect with a broader audience. Engage regularly with your followers to build a community. Partner with other designers, artists, or brands for collaborative projects. These partnerships can help you reach new audiences and learn from others’ experiences. Stay updated with the latest trends, technologies, and business practices through courses, workshops, and industry publications.
