Lakme Fashion Week: 'Something Old, Something New' — Amit Aggarwal's Mixed Pursuits

The Amit Aggarwal brand is currently known more for its couture. I have always had a pret line but I think pret also really helps expand the vision of the brand. It also helps reach a lot more customers and people who do like the brand but can't always wear couture. There are so many other occasions in life when you need special clothes. While we have always had a pret line it was time to spotlight it. That's one expansion plan we are working on.

The ready-to-wear becomes a separate vertical of the brand with separate stores- not mixing it with couture.

We are working towards a business strategy and a plan to put that together over the next one year and you might see something shape up in the next three to five months.

I am at a cusp in my life where finding the right balance between what I create and how commerce is derived out of it or vice versa is extremely important. My work today is exciting because I try and find the right balance between the two- so it's not just creation that excites me and not just commerce that excites me. Both thrive of each other. You can't create without commerce and you can't have commerce if you don't create.

I do wedding collections or collections that may pertain to a wedding when I think I am inspired to do that. Couture today has so many other avenues. The landscape of bridal wear has completely changed. What I have seen as a radical change over the last three years is that brides are extremely about the amount of money being spent on bridal wear and what they want to buy.

Today, we are also seeing brides experiment a lot with what they want to wear.

I think I agree. It is like a double-edged sword- the formation of a signature. People that like what you do also associate with your signature but the bigger key is the evolution of a signature. In our case, the brand story may have a lot to do with polymer but material remains the core of storytelling. I would not say it is the protagonist but one part of a larger story. It's the philosophy I work with more and the polymer is the medium to express.