Shot underwater, Amit Aggarwal pays a tribute to an unfettered existence, with air light ensembles that beckon a time-tested palette
By Asmita Aggarwal
They say adversity fuels creative genius, and if you look at history some of the most potent trends, have emerged out of a teeth-clenching crisis. India Couture Week, in association with Hindustan Times, has thus become a vivid canvas of expression for 12 leading designers.
Amit Aggarwal, known for his metallic grandeur, being a flagbearer of reuse and upcycle, believes the digital format has in some ways removed the velvet ropes and ushered in an era of accessibility, where from the comfort of your couch you can savour couture. As a brand, he has attempted to push the future to the present, create his own normal, and a sudden change makes the palette exciting for him.
Thus, his film shot underwater, makes a plea for freedom in every aspect of our lives, not just clothes, but mentally, emotionally and of course, physically. I thought it was time to go fully loaded into the virtual space, with amitaggarwal.com which will retail luxury prêt and couture, he adds. Till now, Amit has kept the sanctity of couture selling intact, not retailing in many places, even though with his digital avatar, he being a traditionalist would like to meet the bride to give finishing touches. Trust is the buzzword in online shopping, especially when you buy a brand, you need to be sure they will deliver right and the fit will be perfect, he adds.
Life, they say must flow like water, unhindered by the rocks it encounters in its path, and this philosophy seems to be ingrained in Amits line, with his free flowing garments taking centerstage. A lot of brides come to us and see the metallic embellishments and believe, it is going to be super heavy. I wanted to break that myth and say, these are so light, you can even take a dive into the pool wearing them, he smiles. Interestingly, it also becomes a heady metaphor, where you are breaking a mould, being yourself and unfettered. Marriage, shouldnt bind, or tie you down, rather it must set you free, is the overriding emotion, this season. There is a susceptible change, of abandoning embroidery or layers and layers of fabric, to herald a light as air approach.
Amit has always had a rather unapologetic maximalist approach to fashion, pushing fantasy into the realm of reality, as the bride wants it all, on her D-day. An outfit of her dreams, entails feelings, this year Amit has been inspired by nature both its fury and glory. It was a quiet time for me, almost pensive, and it made me think and evaluate. The ongoing language of the brand needed to continue, without being radical, he explains.
The future of fashion for Amit is going to be engaging, as we discover new tools for becoming individualistic, as the shape of fashion is going to be amorphous. I believe clothing speaks volumes about your personality and in more ways than one, fashion is also a social voice, he explains.
From industrial waste, intermingling textiles with new-age polymers, metallic strips with rubber tubes, Amit has gone back in time to his ten-year long journey, and revisited archives. I would have ideally loved to shoot this line in the sea, but that not being possible, I wanted to make something that unveils a box of feelings, he says.
Like most in the business, Amit too believes a capsule collection, 12 pieces is really the way to go, it helps you show your creativity, minus the pressure and these become the emissary of your peaceful line that is soaked in craftsmanship!