The stores will offer sustainability-led premium clothing, handloomed by a team of 800+ craftspeople. The new portal will house Gaurang Shah’s couture pieces and prêt line, making it a one-stop fashion destination for trendy casualwear and special occasions-wear.
“The idea behind the online platform is to help people save time, to help them focus and search for their favourite designer clothing. It’s retail therapy!” says Gaurang Shah.
The Men’s catalogue will list an array of the designer’s signature handwoven Bandi Jackets, Kurtas, Sherwanis, an all-occasion collection tailored to perfection, and a combination of traditional motifs with contemporary textures for new-age men. “There was always a strong demand from my clients to expand my signature line to menswear. I thought an online platform was the right approach to launch them.”
The menswear catalogue also offers a wide array of textile art mirroring Indian culture, amalgamating traditional motifs with contemporary textures – a heritage piece any new-age man would love to own. Every single piece is painstakingly woven for several months using the jamdani weaving technique, transforming them to an heirloom piece. Various textures are created infusing yarns like khadi, muga silk, tussar silk, organza, and silk.
Through Little GAURANG, the designer is introducing a handwoven fashion line that integrates khadi, handwoven fabrics, and the wellness of natural dyes on the prints of fabrics for kids (0-12 years). Every design in the catalogue is further accentuated with delicately tailored sleek designs, emphasising on the comfort and wellness of the kids.
“As a parent, I am extremely conscious of the profound and long-lasting impact we can have in a child’s development and wellbeing, draping them in aspirational clothes. This special line made for little digital fashion consumers reflects that belief.” said Gaurang.
“At Little Gaurang, we believe that a life well-lived begins at childhood. Being a strong believer of the permanence of Indian motifs and fabrics, our collection is made of materials locally sourced from different parts of India.” added Gaurang.
Every piece is handcrafted in collaboration with artisans from across the country to include weaving, dyeing and printing into Gaurang Shah’s design collection.
“We earnestly believe that any fabric that touches a baby’s skin matters, because their skin is extremely delicate. All our products are as natural as they can be, with no harmful chemicals, no synthetic fabrics, natural dyes, and all handwoven.” assured Gaurang.