Couche is all about easy style
A meld of the classy and the classic for the contemporary woman, Couche, a newly launched Calcutta-based pret label is all about smart fashion and affordable luxury. Inspired from the contemporary lifestyle of the modern, urban, independent woman, the brand presents a collection of “power wear” comprising classic silhouettes designed as co-ord sets or full sets in solid bold and bright colours that have a timeless appeal and can make the wearer feel empowered. Couche, the brand name, comes from the French word meaning ‘layers’. “The collection has an international appeal and I wanted people to be able to resonate that with the brand, hence the name,” said Anandini Gupta (inset), founder, Couche.
Designed in formal and semi-formal styles, the outfits are fit for workwear and occasionwear too, where one can go from morning to night, from work to dinner, from board meetings to formal celebrations. Positioning itself at the cross between a high-street fashion brand and a high-end label, Couche aims to cater to the entrepreneurial women who lead a dynamic lifestyle with zeal and power, and have an eye for quality instead of indulging in fast fashion. Couche’s USP lies in their quality and exclusivity. Sourcing their fabrics from the mill Rafael Matias in Spain and using personalised signatures for accessorising the outfits like handcrafted buttons from AZGA, Jaipur, Couche’s design aesthetic is clean, focused on detailing and price quality ratio, aiming to transform each outfit into “a piece of art”, says Anandini.
The brand’s classic silhouettes in contemporary styles are focused on a play of fabrics rather than embroideries. It emphasises on custom detailing with stylish cuts, where the outfits being in classic designs instead of following trends are fit for repeat. Three kinds of fabrics are used in its collections: double crepe for suits, jackets, trousers and coats, tussord tweed used for cocktail and occasionwear, adding flow to the silhouette, and Punto for designing the cuts. The fabrics are an amalgamation of handwoven, knitted, polyester and silk blends. The brand is also developed in sync with the contemporary fashion resolutions of supporting local brands, investing in sustainable living, valuing craftsmanship, focussing on quality instead of quantity and drifting away from being a fast fashion brand. “We spoke to fashion colleges in Calcutta and wish to donate our leftover fabrics as it is of high quality and in a way extend our motto of sustainability,” says Anandini.
Being a home-grown brand, Anandini feels women of Calcutta are ready to embrace such a brand. “There is a great switch and people are now more open-minded and experimental in Calcutta. The change in perspective is helping Couche as a brand to excel. Women of Calcutta are well-travelled and exposed and updated about fashion. They are independent and have a modern lifestyle,” says Anandini, who dreams of dressing celebrities like Bhumi Pednekar, Kiara Advani and Alaya F.
“I wish to dress young aspiring women and make them feel a sense of empowerment through beautiful hues and powerful cuts. I present an opportunity for women to explore and indulge in everyday luxury, imbibing splendour in their very persona. Having not studied from any designing school, my father’s office was my school and learning place. Working with designers like Carolina Herrera, Pronovias and Galia Lahav inspired me,” said the 28-year-old founder.
Couche is presently selling in Calcutta from multi-designer stores like Coral Concept Store and The Atrium. Couche outfits are also available in Creo Lifestyle in Mumbai, Chrisalis in Jaipur, Evoluzione in Delhi and on the Elahe website. People can also buy from Couche’s website coucheworld.com that is launching soon with a variety of colour options on each style.