My interest in fashion began very early in life. Seeing my mother work in the garment industry for many years, I grew up surrounded by sketches and swatches! I understood that clothes were an expression of one’s own self, a story with an effortless narrative. To hone the craft and fall deeper in love, I joined the National Institute of Fashion Technology in the capital. I won the best design collection award. My love for Indian textiles made Fabindia an obvious choice as my first stint in the industry. After setting a sound base in the craft sector, I went on to learn a completely different language of fashion. At the opposite end of the spectrum, I trained under the mighty and majestic Tarun Tahiliani. After spending five years under his guidance, I was ready to embark on my own journey. Thus, SWATTI KAPOOR, the label was born.
SWATTI KAPOOR embodies a way of life rooted in culture, craft and community. We stand at an interesting intersection of local and global, traditional and innovative, classic and contemporary. We believe in looking back while moving forward. We emphasise slow living with sustainability. For us, the process is as important as the product. Our story is a collective narrative of all the makers, whose shared efforts culminate in a beautiful legacy. SWATTI KAPOOR grew as a response to an ever changing world. It signals a shift from rapid consumption and disposal to ethical choices and mindful living. It recognises that green fashion is no longer an alternative, but a necessity. We take responsibility for the Earth in our small way, by consciously striving towards reducing waste and devising eco-friendly methods of crafting our garments. At SWATTI KAPOOR, our range of clothing revolves around the premise of inspiring thoughtfulness. We use handwoven textiles, natural materials and artisanal techniques, to create products with a global and timeless appeal.
Stories! Everything and everybody around you has a story to tell. Our craft is a visual and tactile medium, and if one can recreate a narrative that possibly touched one's soul via what one adorns, it’s the most beautiful thing.
The design/creative process is personal. It's hard to articulate the process, but generally an inspiration leads to a mood, a certain thing that you experience. Like I said, our medium is visual and tactile, but it evokes this non-tangible feeling that might transport one. Post that it's just execution, which by the way is the best past — seeing your vision being realised.
The Pandemic and Beyond
It's been tough. We are a new brand and we were just about to spread our wings before Covid happened. Having said that, it did give us time to introspect, which firmed our beliefs of living a more conscious life and creating mindfully.