Our artisans are the backbone of Surabhi Chopra Label
Surabhi Chopra Label is a fashion brand founded by Indian designer Surabhi Chopra in 2017, renowned for its fusion of traditional craftsmanship and contemporary aesthetics. With a focus on individuality and comfort, the label offers a range of handcrafted, luxurious ensembles that blend pastels with pops of colour, embodying both evergreen trends and modern sensibilities. In a chat with Fibre2Fashion, Founder Surabhi Chopra talks about her label and Indian craftsmanship.
How has the fashion industry adapted to changing consumer preferences and sustainability concerns in recent years, and moving forward what trends do you foresee?
The fashion industry has been increasingly responsive to sustainability concerns, with a growing emphasis on custom-made-to-order, hand-embroidered, and responsible production practices. We believe this trend will continue to gain momentum. Consumers are now seeking transparency and longevity in their fashion choices, and we anticipate a surge in sustainable and timeless designs.
What prevailing trends are shaping the fashion industry, and how can brands innovate to incorporate them?
Prevailing trends include digitalisation, inclusivity, and sustainability. Brands can innovate by embracing technology for virtual experiences, expanding size ranges to cater to diverse body types, and adopting sustainable practices like upcycling and reducing waste in production processes.
How does technology influence fashion design and production in the current scenario?
Technology has revolutionised fashion design and production. From 3D design software to sustainable fabric innovations, technology allows us to be more efficient, reduce waste, and create customised experiences for customers. It is also integral in reaching a wider audience through e-commerce and social media platforms.
Can you tell us about the inspiration behind starting the Surabhi Chopra Label and how it has evolved since its inception?
Surabhi Chopra Label was inspired by my deep appreciation for Indian craftsmanship. I wanted to create a brand that celebrated the rich traditions of our country while infusing them with a modern, global perspective. Since its inception in 2017, the label has evolved significantly. We started in a small room in my house, and today, we have a global presence. Our commitment to preserving and promoting Indian craftsmanship remains at the core, but we have also embraced innovation and technology to stay relevant in the ever-changing fashion landscape.
Your website showcases a unique blend of traditional and contemporary fashion. How do you approach the fusion of these styles in your designs?
The fusion of traditional and contemporary styles is at the heart of Surabhi Chopra Label’s design philosophy. We carefully curate elements of Indian heritage, such as intricate hand embroidery and traditional motifs, and blend them seamlessly with contemporary silhouettes and global fashion trends. This fusion allows us to create pieces that are not only culturally rich but also relevant and versatile, appealing to a wide range of fashion enthusiasts.
Your fashion label strongly advocates for individuality and confidence. Can you elaborate on how this philosophy is reflected in your designs?
Individuality and confidence are indeed central to our brand’s ethos. We believe that clothing should empower and express one’s unique personality. This is why we offer a custom-made-to-order module as well. Our designs are crafted to make wearers feel confident, distinctive, and comfortable in their own skin. Whether it is the choice of vibrant colours, intricate embellishments, or innovative cuts, every element in our collections is thoughtfully designed to celebrate individuality.
Could you share some insights into the creative process behind your designs and how you decide on the colour palettes, fabrics, and silhouettes for each collection?
Our creative process begins with thorough research and inspiration. We draw from various sources, including Indian art, culture, nature, and global fashion trends. Colour palettes are chosen to evoke emotions and create visual stories. Fabrics are meticulously selected for their quality and suitability for the intended designs. Silhouettes are designed to be contemporary, ensuring that they complement the embroidery and enhance the overall aesthetic.
How do you source your materials and ensure that they adhere to the highest standards of quality?
Sourcing materials is a crucial aspect of our work. We collaborate with trusted suppliers who share our commitment to quality. We perform rigorous quality checks at every stage of production to maintain our high standards. Our artisans are skilled in handling various materials, and their expertise plays a significant role in ensuring that each piece meets our quality benchmarks.
Can you tell us about your first collection? What was the inspiration behind it, and how was it received?
Our first collection was a humble yet heartfelt beginning. It drew inspiration from the vibrant and diverse culture of India. We aimed to capture the essence of our heritage through intricate hand embroidery and traditional motifs. While we started small, the collection was received with enthusiasm and appreciation. It laid the foundation for our brand’s identity and set the stage for our future endeavours.
Your label is known for the meticulous details and handcrafted embellishments. Could you tell us about the artisans who work on your pieces?
Our artisans are the backbone of Surabhi Chopra Label. They are skilled craftspeople who have honed their expertise over generations. We work closely with them, providing them with a platform to showcase their talents. It is a collaborative effort, and each piece is a labour of love. Our artisans bring life to our designs with their meticulous hand embroidery, and their dedication to preserving traditional craftsmanship is truly commendable.
Could you highlight one of your favourite collections and explain what makes it special or unique?
It is challenging to pick a favourite, but one collection that holds a special place in my heart is Chandni Raat. ‘Chandni Raat’ is a story told from the heart of Surabhi Chopra Label. Inspired by the mesmerising allure of moonlight, the lehengas are crafted with silken fabrics and luminescent embellishments that ripple with grace and glisten with every move. The colour palette – a harmony of twilight blues, ethereal gold, and romantic pastels – paints an elegant story of love under the gleaming sky.
Each lehenga is a canvas of organza and net, meticulously adorned with finely-cut glass beads, zari, tassels, crystals, and 3D sequins, creating an aesthetic of bling that mirrors the shimmer of a moonlit night and the sparkle of chandeliers. The artisanal touch of the skilled karigars (artisans) is intricately woven into every thread, bringing to life the enchantment of a moonlit night and the allure of an elegant princess.
This collection is very close to my heart. It embodies the beauty of moonlit nights and translates that essence on luxurious fabrics. The collection has been created keeping in mind the brides of today – an amalgamation of contemporary cuts with timeless embroideries.
Can you tell us about any collaborations or partnerships you have had that have significantly impacted your brand’s growth and visibility?
Our brand’s growth and visibility have thrived through strategic collaborations and partnerships. With a social media presence of 250,000 followers, we engage our global audience across platforms. Our Delhi flagship store, operating by appointment, offers an exclusive experience. Through virtual appointments, we serve a worldwide clientele, including having strong relationships with clients in the US, UK, Australia, Canada, and more. Our brand’s credibility has grown with partnerships like Aza Fashions and Pernia’s Pop Up Shop in India. We have also expanded our global reach through international stockists. These collaborations have been instrumental in elevating our brand on a global scale.
The fashion industry is constantly changing. How do you stay updated with the latest trends and incorporate them into your collections?
Staying updated with fashion trends is crucial in our industry. We keep a close eye on global fashion events, study market research, and engage with fashion enthusiasts to understand evolving preferences. This knowledge informs our design decisions, helping us strike a balance between timeless craftsmanship and contemporary trends, ensuring our collections remain relevant.
What are your future plans for Surabhi Chopra Label? Are there any exciting developments or upcoming collections you can share with us?
We have exciting plans for the future of Surabhi Chopra Label. We are focusing on expanding our presence in new international markets while continuing to create collections that celebrate Indian craftsmanship. We are also working on sustainable initiatives and collaborations that align with our brand values. Stay tuned with our Label for some thrilling collections and initiatives that are on the horizon.
Lastly, what advice would you give to aspiring fashion entrepreneurs looking to build their own successful brand and online presence?
My advice would be to stay true to your vision and passion. Build a brand that reflects your unique perspective and values. Embrace technology for online presence and engagement, but do not compromise on craftsmanship and quality. Collaborate with others, learn from your mistakes, and never stop evolving and innovating. Success in the fashion industry requires persistence, dedication, and a deep love for what you do.
