An economics graduate from the London School of Economics and Political Science (LSE), England, Dhruv Kapur’s dream to ‘make outfits that people would love to live in’ drove him to pursue fashion designing as a full-time career.
Kapur, who was always interested in fashion management, studied economics to build a strong base in business. Keeping his goal in mind while studying at LSE, Kapur worked as a sales advisor at Harvey Nichols, UK, an international luxury lifestyle store. Back in India, he worked as consultant and managed store operations for Kimaya Fashions. He also worked with fashion designers Prashant Verma, as merchandising consultant and with Varun Sardana as marketing and sales director.
After working in sales and marketing roles at fashion stores for over three years, he rediscovered his love for designing clothes. It was then that he realised his true calling.
“Fashion designing is all about creativity. Creativity is something that no one can teach you. So, instead of going for a formal education in fashion designing, I decided to gain experience by working,” says Kapur, the brain behind the fashion brand DRVV.
Fashion is lot driven by the lifestyle of a person. This is an industry that thrives on change. You need to keep your eyes and ears open, so as not to miss the next big thing. The best part of being a part of this industry is that, if you’re intuitive enough, you can see the demand coming, even before it comes in, and be ready with a product to fulfil the demand.
Kapur has designed for Bollywood actors including Kareena and Karisma Kapoor, Neha Dhupia and Shraddha Kapoor and has participated in fashion extravaganzas that include the Lakme and Amazon India fashion weeks.
Kapur uses monochromatic solid colours dominated by white, black and different colours in the grey family. However, he rules out the fact that fashion designing is all about glamour. “Glamour is a part of our marketing strategy to show you something that you want to buy, for more money that you want to pay for it.”
So, what goes on behind the scenes of designing a garment?
The most important thing while dealing with a client is winning their trust. You should be able to communicate and convince the client that you have understood what they are looking for. Based on the brief given by the client, and based on your understanding of a person, you need to design something for them.
“Creating a piece of clothing becomes as technical as creating a building that should not fall for 200 years. Every stitch you make clothing is to be tested to its limit when someone puts that piece on them. Creating the right fit for any garment is very important. Each one-eighth of an inch has to be checked, else the garment would be no use,” Kapur says.
There is a limited market for high fashion. The fashion industry is in a position where every conceivable type of clothing is being designed by someone or the other and they are doing it very well. The biggest challenge, for Kapur“is to design something which is your own. You need to differentiate yourself to be able to make a market for your product.”