LABEL APURVA DOES FASHION THAT FITS LIFE

With ikat, embroidery, and versatile co-ords, Label Apurva redefines style for every stage of womanhood

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Can you share the story behind Label Apurva? How did the brand begin, and a little back story?

Apurva Shah, the visionary designer behind Label Apurva, set out to challenge beauty stereotypes in fashion. Inspired by the struggles women face in finding outfits that complement their natural body type, the brand was created to celebrate individuality and inclusivity across every stage of life whether puberty, pregnancy, or menopause. “Fashion should not dictate who you need to be it should adapt to who you are,” says Shah.

How would you describe your design philosophy, what values or messages do you want your work to communicate?