SVA’s magic lies in seamlessly blending its distinctive aesthetic with diverse tastes
SVA Couture is a pioneering fashion brand that melds the India modern aesthetic with sustainability and the revival of ancient Indian crafts. At the heart of SVA’s ethos is a commitment to empowering artisans, upholding mindful luxury, and promoting circular economy practices, making it a standout in the world of high-end fashion. In an interview with Fibre2Fashion, Co-founders Sonam and Paras Modi talk about their luxury fashion brand.
Can you tell us about the inspiration behind starting SVA Couture and the journey that led to its establishment?
Sonam Modi: Inspired by a shared passion for redefining Indian fashion, Paras and I founded SVA in 2013. Paras’s expertise in textiles and menswear, combined with my design aesthetic, fuelled our vision for comfortable and versatile Indian wear. Our aim was to create pieces that offer endless styling possibilities, ensuring that owning a piece of SVA means embracing creativity and versatility.
SVA Couture is known for its exquisite designs. How do you ensure that each piece reflects the brand’s unique aesthetic while also catering to diverse tastes?
Sonam Modi: SVA Couture’s magic lies in seamlessly blending its distinctive aesthetic with diverse tastes. By staying true to its unique identity, understanding its audience, and embracing trends selectively, SVA Couture ensures that every creation reflects luxury, elegance, and innovation through quality craftsmanship, customisation options, and collaborations, captivating hearts worldwide.
What sets the brand apart from other luxury fashion brands, particularly in terms of craftsmanship and design philosophy?
Paras Modi: SVA by Sonam and Paras Modi sets itself apart from other luxury fashion brands through its innovative blend of traditional craftsmanship and modern design, meticulous attention to detail, cultural fusion, emphasis on customisation, and a commitment to sustainability and ethical practices. These elements contribute to SVA’s unique identity and resonate with a diverse clientele looking for luxury fashion with a meaningful story and a touch of cultural richness.
How do you approach the creative process when developing new collections?
Sonam Modi: I go with inspiration and create visuals and mood boards. Then we work on the colour palette, motifs, and prints! This is followed by sampling embroideries and textures.
How does SVA uphold its commitment to sustainability in the creation of its luxury products?
Paras Modi: SVA demonstrates a holistic commitment to environmental and social responsibility while delivering luxury products that are not only aesthetically appealing but also ethically and environmentally conscious.
Could you elaborate on how SVA revives ancient Indian crafts and makes indigenous textiles relevant to today’s consumers?
Paras Modi: SVA revives ancient Indian crafts and makes indigenous textiles relevant to today's consumers by combining design innovation, craftsmanship preservation, cultural storytelling, collaborations, education, and market accessibility. Through these efforts, the brand not only showcases India's rich artistic heritage but also contributes to the sustainable growth and appreciation of traditional crafts in the modern world.
What initiatives has the company taken to minimise wastage and promote recycling and upcycling in its production processes?
Paras Modi: We have taken significant initiatives to minimise wastage and promote recycling and upcycling in our production processes. These include optimising fabric usage to reduce waste, exploring zero-waste design techniques, incorporating recycled and upcycled materials into collections, collaborating with recycling partners for sustainable sourcing, offering repair and alteration services, and engaging in educational outreach to promote responsible fashion practices. These efforts align with SVA’s commitment to sustainability and environmental responsibility in the fashion industry.
What challenges has SVA faced in balancing creativity, sustainability, and luxury in its brand identity, and how have these been addressed?
Paras Modi: The challenges we have encountered include sourcing sustainable materials without compromising luxury standards, managing the costs associated with sustainable practices, addressing market perceptions about sustainable fashion, and designing innovative collections within sustainability constraints. To address these challenges, SVA has implemented strategies such as strategic partnerships with sustainable suppliers and ethical manufacturers, investing in research and development for innovative materials and techniques, transparent communication about sustainability efforts, educating consumers about the value of sustainable fashion, and finding creative solutions to design constraints while maintaining luxury appeal. These efforts have helped SVA navigate the complex landscape of sustainability while upholding its reputation for creativity and luxury in the fashion industry.
How do you select collaborators, and what do you believe these collaborations bring to the brand?
Sonam Modi: Selecting collaborators involves a thoughtful process aimed at finding partners who align with the brand’s values, goals, and target audience. The selection criteria often include factors such as brand compatibility, expertise, creative synergy, market reach, and potential for innovation. Collaborations bring several benefits to the brand, including expanded market reach, access to new audiences, enhanced creativity and innovation, specialised expertise, and increased brand visibility and credibility. These partnerships can also reinforce the brand’s identity, strengthen customer engagement, and create unique value propositions that differentiate the brand in the competitive landscape.
Could you elaborate on how SVA revives ancient Indian crafts and makes indigenous textiles relevant to today’s consumers?
Sonam Modi: We do this by combining cultural fusion, innovative designs, collaborations with artisans, storytelling through fashion, global appeal, and a commitment to sustainability. These efforts contribute to our brand’s unique identity and resonate with consumers seeking authentic, ethically made, and culturally rich fashion experiences.
