Indian contemporary label Lovebirds recently celebrated its 10th anniversary, a significant milestone in its journey of redefining contemporary South Asian fashion. Unlike many labels to have come out of India — known for their opulence, embellishments and dramatic couture — Lovebirds has carved a niche, prioritising ease and simplicity. The brand’s ethos revolves around clean, wearable silhouettes rather than decorative excess, embracing straight lines over elaborate drapes to create an effortlessly modern aesthetic that resonates on a global scale.
Founded by husband-and-wife duo Amrita Khanna and Gursi Singh, the label is as much their first child as it is a business. While Lovebirds enjoys a cult following in India, it is also expanding internationally, retailing at prestigious stores like Harvey Nichols in London, Australia’s David Jones, Beams Japan and Neiman Marcus in the States. I caught up with the pair just as their brand turned 10.
Vogue: Lovebirds champions a sense of Indianness, but not in the traditional sense of embellishments or cuts. As a brand with a more minimal, modern ethos, how have you carved a niche for Lovebirds on the global stage?
Gursi: We consider ourselves 100 per cent rooted in our Indianness. For us, the ‘Indianness’ doesn’t come from traditional silhouettes or cuts or embellishments but from our learnings of the Indian ecosystem that we take global. While the world appreciates Indian couture for its grandeur, we struck a chord in another sphere. Our distinctive design language, graphic prints, geometric silhouettes and clean minimalism found space in the global market. Our designs distinctly tell the story of modernising Indian craft. And collection after collection, we explore new ideas while staying grounded in our core design philosophy, steadily building a presence in markets like the UK, the US and Japan.
