DSCENE Interview: Gursi Singh and Amrita Khanna on the Ethos of Lovebirds

Run independently and collaboratively by Gursi Singh and Amrita Khanna, Lovebirds is celebrated for its ethos-driven approach to fashion. The duo focuses on creating clothes for women that prioritize functionality, timelessness, modernity, and playfulness, resulting in pieces that are both innovative and enduring. Recently, Lovebirds expanded their creative horizons with the launch of their jewelry collection, Circle of Life 02. This new collection continues the brand’s tradition of thoughtful design, offering pieces that are both playful and sophisticated.

Gursi and Amrita’s design philosophy is deeply influenced by architecture, graphic design, and vintage fashion. Gursi’s background in Chandigarh, a city famed for its Le Corbusier-designed modernist architecture, profoundly shapes their aesthetic. This inspiration is evident in the clean lines, elegant forms, and refined proportions that characterize Lovebirds’ collections. Their relaxed tailoring effortlessly combines menswear detailing with a feminine sensibility, creating garments that are versatile and sophisticated.

INTERVIEWS

In this conversation with our editor Anastasija Pavic, Gursi and Amrita share insights into their creative process, the influences that shape their brand, and their commitment to producing meaningful and beautiful clothes. As Lovebirds continues to redefine modern femininity, they set new standards for dressing with purpose and style.

Besides fashion, you draw inspiration from architecture and graphic design. Could you discuss how these fields influence your designs?

Gursi- Architecture and graphic design has always been something that both of us have been drawn towards. India as a country has a lot to offer when it comes to architecture, in fact my hometown, Chandigarh is one of the most fascinating cities when it comes to modern design. I have always been inspired by this modernism architecture of the Le Corbusier. Additionally, we had also, made a collection around that city. Amrita and I have always been inspired by art movements and architecture movements across the globe. We recently presented our SS’24 collection in collaboration with Palace Atelier in Jaipur. The backdrop of Jaigrah palace offered a perfect juxtaposition to the colours and silhouettes present in our collection.

What personal experiences or beliefs have shaped your approach to fashion and the unique style of Lovebirds?

We believe in the Idea of two vs one, the idea of love is behind Lovebirds as a brand. The main idea behind building our brand has been our core team, and the kind effort each person has put to get the brand to where it is today. The brand has always been people centric and believes in the idea of collaboration.

Can you share insights into your creative dynamics and collaboration process?

Gursi-The ideation process starts from both of us. We have different ways of ideating, mine is much more specific while Amrita’s is concentrated on the bigger picture. I kickstart the design process meanwhile Amrita oversees our operational processes. All our looks are however, approved by Amrita because she has a great understanding of the market. Amrita has always been the ‘Lovebirds woman’, that we make clothes for. The rest of the design process is spearheaded by me whereas she handles the business side of Lovebirds. The idea of collaboration has always been a part of our brand, we are constantly collaborating with our team in house.

“We believe in the Idea of two vs one, the idea of love is behind Lovebirds as a brand.”

Given that the brand started as a vintage store, how does this heritage continue to influence Lovebirds’ collections today?

Vintage styles and silhouettes inspire us on a day to day life. It’s just who we are as people. Since we are based out of New Delhi, the choice of not working with Indian textiles is zero to none, especially because our country has so much to offer. Our country has a plethora of textiles ,fabrics and craftsmanship available to us, it will be a sham to not use those. The way our artisans work with such intricacy is something that is unique to us, especially with the kind of embroidery and techniques which can be different in each region of India. We use all Indian fabrics and make silhouettes suited to a contemporary audience. Fortunately for us, our pieces are worn and loved by people globally.

How does Circle of Life 02 build upon or diverge from the themes and designs of the first Circle of Life jewellery collection?

This jewellery collection is called Circle of Life because we have drawn inspiration from the eternal circle of existence and the concept of ‘what goes around, comes around’. Each of our jewellery pieces are made in eco brass and intricately hand-crafted in 18k gold. The themes explored in the first, ‘Circle of Life’ jewellery collection is a keepsake of eternal bonds. Handmade to last, each piece embodies the essence of life. In terms of utility, there is an option of stacking earrings, necklaces, which offers two to three ways of wearing the jewellery. The Circle of Life 02, builds upon the themes of the first, ‘Circle of Life’ jewellery collection by keeping the circle shape intact, the brand introduced newer jewellery options such as brooches, waist belts in a more playful way.

“Since we are based out of New Delhi, the choice of not working with Indian textiles is zero to none, especially because our country has so much to offer. Our country has a plethora of textiles ,fabrics and craftsmanship available to us, it will be a sham to not use those.”

Could you elaborate on which aspects of the coquette aesthetic align with Lovebirds’ brand values, and how have these influences been incorporated into the designs of your new collection?

The coquette aesthetic is a playful direction that the brand has taken. Coquette core, recently popularized on social media by Gen Z, is a whimsical take on the feminine aesthetic. A lot of focus is given on the bow, pearls, dusky pink, white etc. We took the inspiration of our bow earrings from the Coquette aesthetic, however we wanted to make this our own by having it made in two different metals; gold and silver. Therefore, making it fun but also, serious at the same time. The circle is a recurring shape in both the collections. However, with the second collection we tried to make the pieces a little more feminine unlike the first which were chunky.

Both the jewellery collections are made in eco brass and is intricately handcrafted in 18KT gold, radiating an exquisite blend of gold and silver finishes. Notably, our creations underscore our pledge to produce nickel and lead-free pieces.

See the Lovebirds Spring Summer 2024 collection here.

How do you balance local cultural influences with the global appeal in your designs?

Since we are based out of New Delhi, the choice of not working with Indian textiles is zero to none, especially because our country has so much to offer. Our country has a plethora of textiles ,fabrics and craftsmanship available to us, it will be a sham to not use those. The way our artisans work with such intricacy is something that is unique to us, especially with the kind of embroidery and techniques which can be different in each region of India. We use all Indian fabrics and make silhouettes suited to a contemporary audience. Fortunately for us, our pieces are worn and loved by people globally.

What specific practices does Lovebirds employ to ensure transparency and accountability in your manufacturing processes?

The brand uses an Integrated Enterprise resource planning (ERP) system in order ensure optimal supply chain management. This system enables each area of the business to participate in transparent form of communication which in turn ensures accountability.

What are some of the new directions you are exploring for upcoming collections?

The brand is looking at introducing menswear and evening wear in our upcoming collections. We want to experiment with fabric manipulation, introduce more risk taking silhouettes, in comparison to our previous collections. We are also, looking at surface manipulation in addition to making pieces for a younger entourage who are willing to take a risk when it comes to fashion and lifestyle.