The essence of URVI lies in celebrating individuality through fluid yet structured design. Their garments embody the message of both strength and vulnerability, existing in harmony. There is a slight contradiction that finds home in their clothes, one that exists at the intersection of strict form and dynamic structure. Geometric shapes also play a crucial role in their garments—basic shapes and forms are used to create complex mechanisms and interesting structures, challenging our conceptions of garments itself. Their design sensibility is a discourse between movement and pausing, and ‘fluidity’ is the word one thinks of when they look at their design.
Born in Mumbai and educated at the Fashion Institute of Technology in New York, we’re in conversation with founder Urvi Selarka about their definition of fluidity in fashion, and how it reflects the ability for a garment to flow along with the wearer, while still carrying a distinct voice and form.
Fashion and Essence of Clothing
Fashion has always been my way of expressing myself. I began creating clothes out of curiosity and a desire to transform ideas that have not been seen before. I started by playing around with fabrics and ideas, and slowly it grew into something I couldn’t imagine not doing. The essence of Urvi lies in celebrating individuality through fluid yet structured design. My garments embody the message of strength and vulnerability existing in harmony.
Fluidity
To me, fluidity means freedom of movement and thought — the ability for garments to flow with the wearer while still carrying a distinct voice and form. Fashion excites me because it’s alive — it responds to people, culture, and time. For me, it’s beyond clothing; it’s the fusion of art and fashion, and the chance to create something that has never been seen before fuels me endlessly.
Inspiration
My work also draws inspiration from architecture, natural textures, and the interplay of light and shadow. I love how structure and flow can come together in one design.
Takeaways and The Future
When someone wears my designs, I hope they feel empowered, beautiful, and strong — like they are carrying a story only they can tell.
I’m currently expanding the brand into a luxury ready-to-wear line while exploring couture-level techniques. The future looks like pushing boundaries, elevating craftsmanship, and creating red carpet moments that inspire.
Photo Rahul Rekapalli
Make Up Anie Siu
Hair Miguel
Model Paige
Words Neeraja Srinivasan
Date 25-09-2025