A ca­reer cut to per­fec­tion

DE­SIGN­ING THE RIGHT FIT A fash­ion de­signer should be able to un­der­stand what an in­di­vid­ual is look­ing for to be able to cre­ate the per­fect ensem­ble for him or her

Hindustan Times (Delhi) - HT Education - - Front Page - Rozelle Laha

An eco­nom­ics grad­u­ate from the Lon­don School of Eco­nom­ics and Po­lit­i­cal Sci­ence ( LSE), Eng­land, Dhruv Ka­pur’s dream to ‘ make out­fits that peo­ple would love to live in’ drove him to pur­sue fash­ion de­sign­ing as a full-time ca­reer.

Ka­pur, who was al­ways in­ter­ested in fash­ion man­age­ment, stud­ied eco­nom­ics to build a strong base in busi­ness. Keep­ing his goal in mind while study­ing at LSE, Ka­pur worked as a sales ad­vi­sor at Harvey Ni­chols, UK, an in­ter­na­tional lux­ury life­style store. Back in In­dia, he worked as con­sul­tant and man­aged store oper­a­tions for Ki­maya Fash­ions. He also worked with fash­ion de­sign­ers Prashant Verma, as mer­chan­dis­ing con­sul­tant and with Varun Sar­dana as mar­ket­ing and sales di­rec­tor.

Af­ter work­ing in sales and mar­ket­ing roles at f ashion stores­for over three years, he re­dis­cov­ered his love for de­sign­ing clothes. It was then that he re­alised his true call­ing.

“Fash­ion de­sign­ing is all about cre­ativ­ity. Cre­ativ­ity is some­thing that no one can teach you. So, in­stead of go­ing for a for­mal ed­u­ca­tion in fash­ion de­sign­ing, I de­cided to gain ex­pe­ri­ence by work­ing,” says Ka­pur, the brain be­hind the fash­ion brand DRVV.

Fash­ion is lot driven by the life­style of a per­son. This is an in­dus­try that thrives on change. You need to keep your eyes and ears open, so as not to miss the next big thing. The best part of be­ing a part of this in­dus­try is that, if you’re in­tu­itive enough, you can see the de­mand com­ing, even be­fore it comes in, and be ready with a prod­uct to ful­fill the de­mand.

Ka­pur has de­signed f or Bol­ly­wood ac­tors in­clud­ing Ka­reena and Karisma Kapoor, Neha Dhu­pia and Shrad­dha Kapoor and has par­tic­i­pated in fash­ion ex­trav­a­gan­zas that in­clude the Lakme and Ama­zon In­dia fash­ion weeks.

Ka­pur uses monochro­matic solid colours dom­i­nated by white, black and dif f er­ent colours i n t he grey f am­ily. How­ever, he rules out the fact that fash­ion de­sign­ing is all about glam­our. “Glam­our is a part of our mar­ket­ing strat­egy to show you some­thing that you want to buy, for more money that you want to pay for it.”

So, what goes on be­hind the scenes of de­sign­ing a gar­ment?

The most im­por­tant thing while deal­ing with a client is win­ning their trust. You should be able to com­mu­ni­cate and con­vince the client that you have un­der­stood what they are look­ing for. Based on the brief given by the client, and based on your un­der­stand­ing of a per­son, you need to de­sign some­thing for them.

“Cre­at­ing a piece of cloth­ing be­comes as tech­ni­cal as cre­at­ing a build­ing that should not fall for 200 years. Ev­ery stitch you make cloth­ing is to be tested to its limit when some­one puts that piece on them. Cre­at­ing the right fit for any gar­ment is very im­por­tant. Each one-eighth of an inch has to be checked, else the gar­ment would be no use,” Ka­pur says.

There is a limited mar­ket for high fash­ion. The fash­ion in­dus­try is in a po­si­tion where ev­ery con­ceiv­able type of cloth­ing is be­ing de­signed by some­one or the other and they are do­ing it very well. The big­gest chal­lenge, for Ka­pur“is to de­sign some­thing which is your own. You need to dif­fer­en­ti­ate your­self to be able to make a mar­ket for your prod­uct.”


Dhruv Ka­pur, founder of fash­ion la­bel DRVV, be­lieves in cre­at­ing out­fits that peo­ple would love to live in.

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