Anushree Parekh of Label Anushree shares the journey of building a fashion label that reimagines Indian textiles for the modern woman — balancing heritage, innovation, and heart.

By Nichola Marie

What sparked the creation of Label Anushree, and how has your vision evolved since then?

I have grown up with Indian fashion. My mom has a multi-designer store, so I was blessed to be around beautiful pieces. Indian textiles are what caught my eye. But I felt like everything was too mainstream heavy wedding clothing or too simple. I thought, why does one have to wear so much bling to stand out and with that idea, I started my brand, which is a modern Indian clothing label with formal festive clothing but with a contemporary touch.

How would you describe the aesthetic and design philosophy that defines your label today?

Made in India! Rooted in India’s rich heritage, my brand brings traditional craftsmanship into the modern era. By collaborating with skilled artisans and their families, I create unique, contemporary Indian pieces that showcase our cultural legacy to a global audience.

Looking back, what have been some of the key milestones that shaped your journey as a designer?

We’ve had an incredible journey so far, with our first collection selling out and being worn by style icons like Kareena Kapoor Khan and Priyanka Chopra. Showcasing at prestigious events is a highlight, and launching our website has enabled us to reach women worldwide, taking our brand global.

What challenges did you face in building a fashion label from the ground up, and how did you overcome them?

Initially, I faced challenges with design piracy, which was emotionally tough. However, I’ve come to realise that while designs can be copied, the vision and passion behind them can’t be replicated. On a more positive note, I’ve been fortunate to meet incredibly professional and supportive people throughout my journey, which has been instrumental in building my brand.

Craftsmanship and Indian textiles are central to your work — how do you ensure these traditions stay relevant and modern?

I feel like it’s the Indian artisan community that’s keeping the fashion of India relevant today. That’s our strength. I love to blend traditional techniques with contemporary designs. Collaborating with different artists can enable clients to wear clothing that comes with an influence of art and textiles. We always start a collection inspired by the stories behind the craft.

How do you approach each new collection — from concept to final showcase? What does your creative process look like?

For me, creating a new collection is a journey that begins with inspiration. I draw from various sources – nature, art, culture, or even conversations with artisans. Once I have a concept, I work closely with our skilled artisans to translate it into designs that blend tradition with modernity. Each collection tells a story, and I’m passionate about sharing the narratives behind our designs. It’s a meticulous process that requires patience, creativity, and attention to detail, but the end result is always worth it.

You’ve dressed many influential women. Is there a particular styling moment or celebrity look that holds special meaning for you?

I’ve been blessed to have such wonderful women dress in Label Anushree. Each look comes with its own joy. However, Kareena Kapoor Khan in an indigo kurta set from my very first collection got my brand noticed. Also, almost every look worn by Aditi Rao Hydari, one of our favourite muses, has been absolutely adorned with love globally in terms of business. Even designing looks for Priyanka Chopra’s film ‘The Sky Is Pink’ and for her promotions has been an absolute honour.

What’s next for Label Anushree? Are there any new categories, collaborations, or creative dreams on the horizon?

Absolutely! Lots of exciting times ahead for Label Anushree! We’re launching a capsule-ready-to-wear men’s line this year, available both in-store and online. Additionally, we’re expanding our retail presence with new stores outside of Mumbai. But what I’m most thrilled about is our Summer ‘26 collection, featuring some really experimental looks that our clients will surely enjoy.