As the digital wave hit the India Couture Week this year, designer Amit Aggarwal introduced his mesmerising collection that harnesses the power of the ocean, sky and earth with a breathtaking digital experience and a surprise addition of a newly launched online portal www.amitaggarwal.com for his avid followers.
A confessed traditionalist, Amit Aggarwal’s designs have always resonated with the tactile experience of touch and feel in the recent years.
However, seeing how 2020 has been the year of radical change globally, Amit took cues from his evergreen muse-nature and its beauty. As we stay at home, the nature thrives untouched and their freedom and lightness is a promise of new beginnings every moment.
Along similar lines, Amit’s signature design language of futuristic biomimicry imbibed in reimagined industrial material and signature polymers depicted the weightlessness of the ocean, the caress of the wind and the cradle of earth.
The highlights included metallic pieces in geometric cutwork aesthetic in colour stories that ranged from soft golden and autumn rose to stark electric blue with design details such as structured neck embellishments and delicate drapes over bustiers.
“Couture for me is a feeling of wearing an outfit that is made especially for you, embodying your spirit and aesthetic. We always tread a balance of the surreal and functionality of the garment and it’s exciting to translate that vision into a digital experience. At the heart of it is our constant brand story of intricate craftsmanship and hand embroidery,” says the designer.
The digital store will feature Amit Aggarwal’s signature textiles and workmanship. In addition to the sarees and lehengas with dresses and separates, the online assortment also includes his luxury prét line with the promise of seasonal capsule collections. The website and its many collections are a proud call from the future of Indian craftsmanship.