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Finding Glamour in Sustainability

Mohak Chauhan’s creative journey as a designer is inspired by his love for his mother and nature

Dubai is now referred to as the fashion capital of the Arab world and in the coming years, it’s expected to have more brand outlets than any other city in the world, including London. Dubai’s design sector is really helping to nurture local talent by acting as a hub for multiple disciplines including fashion, architecture, and graphic design. The design industry is one of the hardest to crack, but Mohak Chauhan has made a place for himself in it. An undergraduate Fashion Design student at Middlesex University Dubai, Chauhan created Elegant Couture, a label reminiscent of the romanticism of the 18th century while incorporating contempo- rary elements like futuristic cuts and materials. Chauhan perceives that this is a symbol of his creative journey and growth as a designer. Owing to his label, Chauhan has won national awards at various times for his excellence in art and fashion.

“Although it’s a luxury label, my clothes are also elegant. I want women to feel confident in their style, and glamorous and flawless in their skin. It will continuously develop and change too, for instance, I already know that my next collection will be very different and more focused on heritage and authenticity,” says Chauhan.

The distinct quality of Elegant Couture is that it is sustainable. Chauhan has worked hard to find durable solutions that not only improve product quality but also add allure and a sense of dignity. The company consciously avoids using plastics wherever possible, constantly exploring safer and more sustainable materials and coming up with more ethical methods of production.

The label’s fabrics are hand-loomed and tailored by a community of weavers who are based in several small towns in India, providing employment.

Chauhan holds a strong belief that there is no beauty even in the finest cloth if it envelopes people in hunger and unhappiness, and the positive and enthusiastic attitude towards the finished product comes from the knowledge that the label is directly helping young girls and families.

Infamous for its waste production, the fashion industry is often pulled up for being unethical, so Chuahan endeavoured to find a way of tackling these problems and to significantly reducing the environmental impact of the fashion industry.

“It’s impossible to ignore the connection between human actions and the environmental disasters on the news and the apparel industry is a huge contributor to this devastation. But some brands are now adopting more sustain- able practices and working to try and reverse this damage and ensure that future genera- tions don’t have to inherit a ruined planet,” Chauhan enlightens. He aims to be completely transparent about Elegant Couture’s produc- tion and supply chain.

One of the biggest influences in Chauhan’s career so far has been his mother. She gave him his mantra that he implements in his personal and professional life.“As long as you have passion, persistence, and perseverance then you can conquer the world.”

With a horde of accomplishments at such a young age, the UAE has also played a vital role. The nation has given Chauhan the platform and the honour of receiving several national and international awards, including Runway Dubai. At university, he was able to build his skills up to a level that was worthy of recognition thanks to the consistent, generous and unwavering support and guidance from the excellent faculty members. He has also been a contributing designer for various brands, designed pieces for UAE influencers and Hollywood, and showcased his designs on runways that he organised and lead by himself. In the next five years, Chauhan hopes his label can make some revolutionary changes within the fashion industry.

“I want to share Elegant Couture’s unique, sustainable vision and demonstrate how we can conserve and restore our living planet. I also aim to recognise youth who need a platform to express their creativity. I want to create pieces that are made with love and are connected by stories that my clients can relate to, and expand my brand across the world and make it a huge success.”

India has always been a huge source of inspiration for Chauhan. He has observed that Indian culture and heritage is influencing international fashion more every day. Indian fashion designers bring incredible weaves, embroideries and fabrics, and combine this with their vast expertise, creativity, and innovation. The variety of every state’s art is fascinating. Designers are also inspired by the headgears used in ancient India, footwear like jutties and mojdi, Indian maangtika and the various embellishments used in bridal jewellery.

INDIA INDEPENDENCE DAY WISHES

I wish harmony and unity to all, and I wish every Indian resident a special Independence Day. Let us salute our great nation and feel grateful for the freedom we have. I am so proud to have been born into this great nation.