For its SS27 collection, India: IYKYK, presented at London Fashion Week, Lovebirds looks beyond familiar representations of India, drawing on the intimate gestures, visual codes and collective memories that shape everyday life. Rooted in Indian craftsmanship and reinterpreted through a contemporary lens, the collection offers a deeply personal portrait of the India the brand knows and loves.
Lovebirds makes its debut at London Fashion Week with SS27 India: IYKYK (if you know you know), a collection that brings to the forefront an India beyond its familiar, often simplified representations. Instead, the brand turns its attention to a more intimate and everyday India, shaped by images, gestures and cultural codes deeply embedded in the collective memory of those who live there and those who grew up within it.
“If you grew up around this India, you immediately recognise it. We wanted to take those references and reinterpret them through our own contemporary language rather than reproduce them literally,”
Gursi Singh, co-founder and creative director
At the heart of the collection is chintz, a textile with a long history rooted in India. For SS27, Lovebirds worked closely with block-printing artisans to rework, disrupt and layer traditional chintz motifs. The printed fabric is then worked over by hand, with brushstrokes breaking the repetition of the patterns, thinning certain areas and saturating others. The result is a contemporary interpretation of chintz that transforms a historic textile tradition into something distinctly relevant to the way we dress today.
Founded around a decade ago and independently run by Gursi Singh and Amrita Khanna, Lovebirds has built its identity by looking to its Indian roots while developing a distinctly global language. Traditional Indian craftsmanship is reinterpreted, not as an exercise in nostalgia, but as a way of elevating heritage through a contemporary lens. With SS27 and its London Fashion Week debut, the brand brings this dialogue onto an international stage.
Lovebirds SS27 Images
