LOVEBIRDS designs are made with clean lines, elegant forms, and refined proportions, focusing on relaxed tailoring that effortlessly blends menswear detailing with a feminine touch.
Run by a husband and wife team, Gursi Singh and Amrita Khanna, the Delhi-based label LOVEBIRDS makes clothes for women that focuses on ethos rather than trends.
The flattering silhouettes and recognisable prints make the pieces perfect for daytime and evening.
“At LOVEBIRDS we pride ourselves in our Indian heritage, making conscious efforts to support local communities and craftspeople, we work closely with our craft clusters to ensure traditional Indian textile techniques are kept alive and appreciated across the globe,” the duo say.
Functionality, timelessness, modernity and playfulness are the inherent elements for each piece and the brand uses locally-sourced materials such as organic cotton, naturally-dyed wool and lyocell.
“During our design process, we think of the independent woman who takes on many diverse roles throughout the day that make up who she is,” they add. “Our garments blend easily into the wardrobe of the wearer and are made to highlight this individuality instead of overpowering it.”
Below, we speak to the founders about the ethos of the brand and why you should be adding it to your shopping bag.
###### How would you define your creative style? We draw inspiration from architecture, graphic design, vintage fashion, and the natural world. Focusing less on the latest runway trends as we believe this helps us create timeless designs that can adapt to our client's wardrobe and personality, leading to less waste. ###### What makes the brand unique? At the core of LOVEBIRDS we focus on ethos rather than trends, working with many craft clusters across India we use handcrafted fabrics and traditional Indian techniques. Almost 90% of the materials are locally sourced with screen and hand block printing remaining at the core of our surface design. Focusing on quality rather than quantity keeps our designs relevant and modern.
###### What role does individuality play in your process? We pride ourselves in creating stand-out quality designs, whilst remaining true to LOVEBIRDS values. We don’t follow the latest runway trends which leaves us to focus solely on the customer’s desires. It’s always a beautiful feeling seeing happy customers wearing LOVEBIRDS with confidence and their personal individual touch. ###### How important is authenticity? Authenticity is incredibly important and something we stand by, we are transparent in our processes and always looking to better ourselves and practices. We have recently proudly made a completely upcycled handwoven fabric from our textile waste. ###### Complete this sentence, individuality is... Self-expression with no external influence.