A new world of endless possibilities best defines Amit Agarwal’s design journey. As an artist and designer, Amit is one of India’s most experimental creators who truly looks like he loves what he does.
After garnering love for two successful stores in India, Amit has opened the doors of its third flagship store at DLF Emporio in Delhi. The launch was attended by friends from the film and fashion industry, including evergreen superstar Zeenat Aman and actor Urofi Javed. Surrounded by friends of the brand, Amit Agarwal uses his craft to create a space that feels like a moment in time, ready to create new memories.
Speaking to News18, Amit Agarwal talks about creating a unique design language that transcends barriers, choosing the unconventional color black to enhance the interiors of his store and the impact of celebrity sourcing in the world of fashion.
Excerpts from the interview:
Creativity has always been at the center of all your collections. What drives your design sensibility and how do you stay relevant in today’s social media life?
I have always been inspired by the dreamy and ethereal elements in nature and whatever I see around me. Sometimes it can be sea creatures, a tree outside my window, or a woman passing by an architectural marvel. I believe inspiration can be found wherever you look, I look at it with a more nuanced lens and probe it deeper. This approach is what you see in our couture collections as well as on our social media.
As a brand we have never focused on just selling clothes to our customers rather we wanted to take them on an experiential journey which is the world of Amit Agarwal and storytelling has always been an important part of it. We do this through our concepts and social media becomes another medium of expression to share our narrative and help us bring this experience beyond our stores and clothes and directly to their screens at home .
Form and function are two integral aspects of your collection. When did you know it was going to be the stars of your brand?
My ideas about form, function and structure were shaped by watching my father work on his engineering projects. I was struck by the aesthetics of his intricate mathematical blueprints and I used to draw similar drawings with colored chalk on the walls of my house. It was one of the things I enjoyed most as a child and what has stayed with me since that time is the understanding of how simple units come together to form a whole.
Amit Agarwal designer or Amit Agarwal artist, how do you manage to create wearable art and make it viable for the fashion industry?
When I started the brand, my vision was to create a unique design language that transcends barriers. I like to think of myself as an artist because fashion is really a medium of expression and I believe everyone who wears Amit Agarwal is saying that I celebrate myself. That’s the seed idea I design with.
I use fashion as a way to express my art through the design language I have established and this flows very organically into the different forms of art I hope to explore.
With your third brand new store in India, tell us about the idea that went into building the Delhi store?
When I started putting together plans for the new store, my vision was to create a space that felt like a moment in time. One that immerses you in the brand experience and yet reflects your own interpretations. A blank canvas, where the possibilities are endless.
The walls of the store are painted black, why did you decide to choose an unconventional color which is a rare shade most stores would choose?
Black to me is a reflection of infinity, where nothing limits you and your own imagination defines your path. I wanted people to go on a journey when they entered the space, as if they were in a meditative void.
For this I lean into the paradox of the deep deep ocean which is calm on the surface yet holds within itself an entire unknown thriving ecosystem. Using a combination of surfaces, where the jagged textures of charcoal sand-textured walls blend seamlessly into the undulating curves of fluid metal, gleaming floors run over deep layers of abyss, reflecting the world that floats on top of it.
The ceiling, a serene oblivion of black with tiny sparkles, is reminiscent of the stars on a moonlit night as it reflects the immense mass of water. The beauty of black is that the same color when used on different materials and with different lighting conditions can absorb light as well as reflect light and that really made it what I wanted. Wanted made the perfect choice for him.
What is the one thing that Amit Agarwal likes to celebrate in fashion and does it reflect in each and every collection he creates?
I love to celebrate every day. The emptiness of fleeting moments. The people coming your way and the awe inspiring elements of nature and science all around us.
From Priyanka Chopra Jonas to Ananya Panday, many celebrities have adorned your designs. Does celebrity sourcing make an impressive difference in the business of fashion too?
I definitely think they make an impact in the way they communicate the spirit with which the clothing is made and how it is a celebration of itself. These remarkable women have built a community around themselves and I think seeing them dressed by the people they love inspires them to understand the philosophy and emotion behind each outfit.
What is one thing you enjoy doing when you are not designing?
When I’m not working, I enjoy spending time with my partner and my dogs. I also try and plan quick getaways to explore untapped parts of the world. In solitude I spend my time sketching which I believe is truly my outlet of expression.
If you had to change one thing in the fashion industry today, what would it be and why?
I don’t believe in trends. If I could change one thing it would be to shift the focus from trend based fashion to timeless fashion which is relevant for years to come. Nothing is more durable than loving and re-wearing clothing that has stood the test of time.
If you had to tell something to someone younger than you, like when you started out, what would it be?
Follow your heart and the rest will follow.
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