A NEW Lease of LIFE

Ipsita Kaul documents the growing trend of brides trusting brands with reworking heirloom pieces for their big day

Maintaining the integrity of the fabric.’ Ever wondered what that looks like? In a culture that puts nuptials on a pedestal by bestowing a divine significance to the union, what the bride and groom decide to wear on the day, also warrants a collective nod from the ménage. It’s the big day, no chances taken, no oversights entertained. And for the sentimental ones, heirlooms demand the spotlight, for it is the season to honour a new love, enveloped reverently in the ones that came before. Enter creative pioneers who have taken it upon themselves to streamline and to quite an extent, popularise this practice. The result? Not a single dry eye in the room. We sat down with designers Ateev Anand of re-ceremonial, Shruti Sancheti and Gautam Gupta of Asha Gautam to dissect the workings of this enterprising space.

“Brides, these days, are far more conscious and conscientious,” says Anand. “Most of our customers have been in careers that demand mindfulness—whether that’s working in the fields of climate action and sustainability or wellness and spirituality. Their brief to us is usually very clear: They’d like to uphold certain values even when it comes to their bridal ensemble.”

Designer Sancheti is adept at catering to the demands of women looking to honour the heirloom.

“Some brides are sentimental about wearing the look identical to their mothers or grandmothers, while others simply find comfort in wearing a piece that belonged to the family on their big day. Understanding their perspective is of utmost importance, as we have to, then, work accordingly. We need them to be happy— happy girls make beautiful brides,” she says.