Mumbai, India, April 17, 2025 – In a fashion landscape often dominated by exclusivity, Label Apurva flips the script—unveiling its Spring/Summer ’25 collection with a powerful message: every body is couture-worthy. Founded by visionary designer Apurva Shah, the label is reshaping Indian luxury with a thoughtful blend of heritage craftsmanship, modern silhouettes, and inclusive sizing up to 6XL.
“Fashion has long celebrated a certain type of body, a certain kind of woman,” says Shah. “With Label Apurva, I wanted to change that narrative—to create a space where people feel seen, empowered, and beautiful in clothes that honor both their identity and their culture.”
Titled “Heavenly Hues,” the Spring/Summer ’25 pret collection is a vivid celebration of India’s artisanal legacy—most notably Kalamkari—reimagined through contemporary forms. The spotlight is on handcrafted co-ord sets, breezy shirt dresses, and festive-ready separates, all elevated with intricate hand embroidery, zardozi, appliqué work, and rich surface textures. Each piece is a story in itself—a tribute to Indian craftsmanship, brought to life with modern elegance.
Beyond aesthetics, Label Apurva champions inclusivity—not just in size but in spirit. Every garment is thoughtfully designed to offer customised fits and crafted using eco-conscious materials through ethical, small-batch production practices. From soft pastels to vibrant jewel tones, the collection is imbued with emotion, intention, and joy—perfect for the warm seasons ahead.
“Sustainability and inclusivity are not add-ons for us—they’re the pillars of our brand,” says Shah. “We’re proving that luxury can be welcoming, expressive, and deeply rooted in Indian values.”
Already beloved by celebrities like Raveena Tandon, Saina Nehwal, Falaq Naaz, and Divyanka Tripathi, Label Apurva is gaining momentum with the launch of its flagship store in Juhu, Mumbai and an expanding digital presence via www.labelapurva.co.in. Collaborations with leading multi-designer platforms such as Pernia’s Pop-Up Shop, Ensemble, Aza, and Nykaa Fashion are in the works, further cementing its presence in India’s fashion landscape.
From Gen Z trendsetters to millennial professionals, Label Apurva’s fresh yet rooted style is resonating with a new generation that demands more from fashion—style, substance, and sustainability.
“In five years, we hope to be a global Indian voice in fashion,” Shah adds, “not just for what we create, but for what we stand for.”
Label Apurva isn’t just a fashion label—it’s a movement. A celebration of self-expression, heritage, and meaningful luxury that finally includes everyone.