Page 70 - Vogue - India (January 2020)

AN HOMAGE

TO HERITAGE

In a world of mass produced outfits, and at a time when people are increasingly opting for Western attire
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over Indianwear, fashion label Lajjoo C stands in stark contrast—and wonderfully so. Infusing life into a variety
of traditional Indian ensembles and celebrating a typically Indian colour palette of bright, bold hues—not

to mention, gorgeous Indian craft forms of zardozi and gota—Lajjoo C’s creations are extravagant and
elegant…a veritable ode to our rich Indian culture. As the label completes a whopping 20 years in the Indian

fashion industry, Vogue engages in an exclusive conversation with its illustrious founder, Lajjoo C Kapur,
who traces her brand’s successful two decade-long journey and shares her thoughts on everything from

sustainability to digital marketing in fashion

What inspired you to start your brand? And what has kept just the opposite, but I stuck to my beliefs and I’m happy that I now
you going for the last two decades? fill a vacuum in the market.
I am Kutchi, and the craft of the region, bandhani, always fascinated
me. After graduating in fashion design from Sophia College, Tell us about your latest collection, Tyauhaar…
Mumbai, I taught fashion design and subsequently, started At its core, Lajjoo C blends contemporary style and traditional
designing for myself, my family and my friends because I wanted crafts with elegance and comfort in Indian-centric colours and
to wear clothes that I otherwise could not afford. The motivation fabrics. As the name suggests, Tyauhaar is a celebration of
was to design and wear what the sophisticated were wearing. It was everything that our culture has to offer in terms of festivities, from
initially tough as the market wanted bling and my sensibilities were the fine workmanship which is evident in the zardozi and gota