An offshoot of the label, Asha Gautam, GG by Asha Gautam is Gautam Gupta’s venture into the world of couture, fusion fashion, and luxury prêt like never before. With over twenty-four years of experience delving into the textile industry, uncovering and exploring new and old Indian crafts. Marrying modern sensibilities with uniquely Indian design to create contemporary fashion that stands on its ow
n- this is the secret sauce to GG by Asha Gautam. He is working with some of the country’s best artisans and has a unique design philosophy. Gautam has been shaking up the Indian fashion scene with diverse collections of fusion wear, luxury prêt, and couture pieces. Imbibing their philosophy of innovation, a new initiative has also taken birth under the umbrella of the label, known as ‘Style the Craft.’ espousing the use of different crafts, showcasing the GG’s core design ideology at play. As the young label grows and expands, strengthening its voice, GG by Asha Gautam aims to bring a spirited approach to fashion, playing with new techniques, new textiles, and as always new crafts. Their design philosophy is best put into words by Gautam himself, “I believe Indian handicraft is the stuff of dreams. Versatile, gorgeous with unlimited possibilities, it compels my creative instincts to narrate a different design story than what has been told by our parent label, Asha Gautam. To me, GG is not just a brand, but an ideology, a move towards fashion that is slow, conscious, and more responsible. And our artisans constantly work toward this goal, with upcycling, recycling, and the most sustainable of practices.”
