ART YOU CAN WEAR

Aartivijay Gupta brings forgotten Indian crafts to life with clothing that’s as meaningful as it is modern

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For Aartivijay Gupta, fashion is more than design — it's documentation. From drawing on tribal narratives to turning heritage art into contemporary silhouettes, her collections are rooted in story. As she works on Spring/Summer and Fall/ Winter 2026, Gupta speaks to ELLE about why lost crafts deserve the spotlight, how she balances boldness with wearability, and what keeps her grounded in a trend-chasing world.

ELLE: Your prints have always told stories, from mythology to nature. What’s the narrative driving your upcoming collection?

Aartivijay Gupta (AG): I am currently working on SS26 and Fall/Winter ‘26. Every season, before we finalise any storyline, we conduct extensive research on the tribe, craft, or culture we intend to explore. Currently, we're studying three Indian tribes, each from a different period and cultural context. We're drawn to heritage art forms that are often forgotten or not widely known—those we may have heard of but never truly been introduced to. For us, these are the world’s finest, because discovering their inception and evolution is incredibly enriching. The narrative at the heart of each craft speaks deeply to us as lovers of art.

ELLE: As someone who merges art and fashion so seamlessly, how do you balance bold visuals with wearability?