Label Apurva ushers in a bold new era in Indian fashion with its Spring/Summer ’25 collection, “Heavenly Hues,” redefining luxury through inclusivity, sustainability, and heritage-rooted craftsmanship. Founded by designer Apurva Shah, the label challenges the norm by embracing body diversity with custom fits and sizes up to 6XL.
The collection celebrates India’s rich artisanal heritage—especially Kalamkari—through modern silhouettes like co-ord sets, shirt dresses, and festive separates adorned with hand embroidery, zardozi, and appliqué. It blends elegance with cultural pride, appealing to those who seek meaning and identity in their wardrobe.
Label Apurva stands out not only for its design but also for its ethical, small-batch production and eco-conscious materials. The collection spans from soft pastels to jewel tones, offering expressive, season-ready styles that resonate with today’s mindful consumers.
“Fashion should empower everyone, not exclude,” says Shah. “We’re proving that luxury can be body-positive, culturally rich, and environmentally conscious.”
Endorsed by celebrities like Raveena Tandon, Saina Nehwal, and Divyanka Tripathi, the brand has launched its flagship store in Juhu, Mumbai and is expanding online via www.labelapurva.co.in. Upcoming collaborations with platforms like Pernia’s Pop-Up Shop, Aza, and Nykaa Fashion signal a growing national presence.
Label Apurva speaks to a generation demanding style, purpose, and pride—not just in fashion, but in identity.
