We create pieces that are not just beautiful but feel purposeful
Duchess Kumari is more than a fashion label—it is a celebration of confidence, individuality, and fearless self-expression. Co-founded by actor-filmmaker Adhyayan Suman, Miss Universe India 2022 Divita Rai, and designer Alka Suman, the brand fuses heritage Indian craftsmanship with a rebellious, contemporary flair. With influences drawn from cinema, architecture, and couture, Duchess Kumari offers silhouettes that blend traditional textiles like brocade, chanderi, and ikat with vintage-inspired accents such as bows, pearls, and crystal embellishments. The result is fashion that feels regal yet relevant—rooted in legacy but styled for modern lives. In an exclusive conversation with Fibre2Fashion, the co-founders reflect on their journey, creative process, and aspirations for reshaping the Indian luxury fashion landscape.
How do you perceive the intersection of fashion and social responsibility—especially in terms of sustainability and cultural authenticity—in the luxury space?
Divita Rai: Fashion can no longer afford to be tone-deaf. Social responsibility is not a checklist; it is a mindset. For us, that means working with Indian artisans, producing in small batches, and creating pieces that can live in wardrobes for decades. Cultural authenticity also means knowing where your inspiration comes from and acknowledging it with respect. Fashion, at its best, can be both beautiful and meaningful.
How do you see the definition of luxury evolving in the Indian fashion landscape, especially with the rise of new-age consumers?
Divita Rai: Today’s consumer wants more than just ‘bling’; they want meaning, design, and discovery. Luxury is moving away from being loud and exclusive to being quiet, intentional, and experiential. At Duchess Kumari, we embrace this shift. Our clients appreciate that a jacket has been hand-cut. Storytelling is the new currency of luxury.
What role do you think Indian heritage textiles and craftsmanship play in the global luxury market today?
Alka Suman: An enormous one. The world is finally waking up to the beauty of Indian craftsmanship—not just as an ‘ethnic’ reference, but as a luxury asset. From handloom silks to zardozi embroidery, our legacy techniques are equivalent to haute couture. At Duchess Kumari, we present these techniques in a way that feels fresh and fashion-forward, because tradition does not have to look traditional.
What inspired the creation of Duchess Kumari?
Adhyayan Suman: We were driven by a shared desire to tell stories not just through words, but through clothing. Each of us came from different creative realms—cinema, design, and architecture but the common thread was the celebration of individuality and self-expression. Duchess Kumari was born from that intersection, where heritage meets rebellion, elegance meets edge. We wanted to redefine what it means to be regal in today’s world, not dictated by lineage, but by how you carry yourself.
How does the brand’s tagline, ‘Own Your Crown’, reflect your personal journeys and the message you aim to convey to your audience?
Divita Rai: ‘Own Your Crown’ is both a reminder and a celebration. All three of us have had to carve our own paths in industries that are as demanding as they are glamorous. This tagline reflects the power of self-worth, which is owning your narrative, your choices, and your strength. Whether you’re walking into a boardroom or down a runway, your ‘crown’ is how you show up in the world. And fashion? That’s your armour.
How do your individual backgrounds in acting, pageantry, and design influence the brand’s identity and offerings?
Adhyayan Suman: I bring cinematic storytelling, and every collection feels like a frame in a film. Divita brings architectural precision and a strong sense of global style. Alka grounds everything in impeccable tailoring and technique. Together, we merge emotion, structure, and legacy—creating pieces that are not just beautiful but feel purposeful.
Could you share insights into the design process behind your debut collections launched on March 23rd?
Adhyayan Suman: Our debut collections, Bespoke and Pret, explore the softer, sensual side of power dressing. The process began with a single question: What does a modern duchess look like today? From there, we storyboarded moods, silhouettes, and references from royal archives, films, and fashion history. Divita approached the garments like an architect, structured but fluid, while Alka layered in heritage craftsmanship. Every look was styled with an intention to feel both commanding and poetic.
Duchess Kumari blends Indian textiles like brocades and ikat with Western elements such as bows and pearls. How do you approach this fusion in your designs?
Alka Suman: The magic lies in balance. We honour the heritage of Indian textiles, but we reinterpret them through a contemporary lens. Think brocade tailored into sculpted blazers, ikat dresses with pearl-encrusted straps, or lehenga skirts paired with structured corsets. We treat each element whether Indian or Western as a building block, allowing them to complement and elevate one another rather than compete.
Are there any plans to incorporate sustainable practices or support local artisans in your production process?
Divita Rai: Absolutely. We work closely with artisans skilled in hand embroidery and surface texturing. We believe that true luxury should be kind to the planet and the people behind it. While we do not overuse the word ‘sustainability’, it is embedded in how we produce slowly, mindfully, and with respect for craft.
What challenges did you face while establishing a luxury fashion brand, and how did you overcome them?
Adhyayan Suman: Luxury in India is often equated with heritage alone, but we wanted to create something nuanced. Building trust in a new brand, particularly in the premium segment, meant we had to stay consistent with our storytelling, our craftsmanship, and our voice. As a self-funded brand, every decision was deliberate from fabrics to finishes. Our strength was in collaboration—each of us brought a different lens, and together, we built something cohesive yet bold.
How do you envision Duchess Kumari contributing to the evolving landscape of Indian luxury fashion?
Divita Rai: We want to expand the definition of luxury. For us, it is not just about ornate embroidery, it is about identity, form, and feeling. Duchess Kumari champions a kind of quiet rebellion. You will see Indian textiles styled like high fashion, and couture-level detailing made wearable. In a way, we are creating a new visual language where the past does not hold you back but propels you forward.
What strategies are you employing to position Duchess Kumari in both domestic and international markets?
Adhyayan Suman: We are building the brand digitally first, which allows us to reach a global audience while keeping our roots intact. Our Indian aesthetic, with a cosmopolitan twist, resonates with both the diaspora and younger Indian consumers. We are also exploring trunk shows and collaborations with stylists and boutiques who believe in our vision. It is a slow burn, but one we are very intentional about.
With the growing importance of digital presence and influencer culture, how do you think luxury fashion brands should balance exclusivity with accessibility?
Adhyayan Suman: It is about being selectively open. Your story should be accessible, but your product should feel special. Social media is a brilliant tool to communicate brand values, but it is crucial to not dilute your identity. We are big believers in storytelling, letting people into the process, the craftsmanship, the inspiration, without compromising the sense of aspiration that luxury is rooted in.
What are some key shifts you have observed in consumer behaviour within the premium womenswear segment over the past few years?
Divita Rai: Women are dressing for themselves, and not for events, occasions, or others. They want versatility, but also individuality. There is a growing demand for investment pieces that feel unique yet wearable. And most importantly, women want fashion to be empowering. They are no longer asking, ‘Is this trending?’ but rather, ‘Does this reflect who I am?’
Looking ahead, what are your aspirations for Duchess Kumari in the next five years?
Adhyayan Suman: We see Duchess Kumari evolving into a global luxury label from India, one that speaks to strength, sensuality, and style. We would love to see our pieces on international red carpets, editorials, and in curated concept stores across the world. But beyond expansion, the deeper goal is to create a legacy—something timeless and deeply personal.
