The new collection, GUL, leans into softness both in how it looks and how it feels.
The silhouettes are fluid, there’s a sense of movement, and the detailing is intentionally subtle. You’ll still find techniques like zari, zardozi, sequins, and cutdana, but they don’t overpower the garment. Everything feels a little more restrained and considered. It’s the kind of occasionwear that works just as well for a smaller celebration or an intimate wedding setting—where you want to dress up, but still feel like yourself.
Designer’s Note
“Rivaaj Couture celebrates India’s craft legacy while creating pieces that feel relevant today. With GUL, we wanted to focus on softness, fluidity, and ease—bringing together traditional embroidery with silhouettes that feel effortless and personal.” — Shivani Parakh, CEO & Creative Director
Trends & Cultural Relevance
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- Occasionwear is definitely getting lighter and more breathable, especially with how long and layered wedding celebrations have become
- There’s a visible shift towards quieter, more understated dressing people still want to look dressed up, just not overdone
- With more intimate and destination weddings, outfits are being chosen for the setting as much as the occasion
- Comfort is no longer optional there’s a real focus on how a garment moves, feels, and holds up through the day
- Buyers are thinking more practically now “will I wear this again?” is almost always part of the decision
- Colour stories are softening powders, ivories, and muted tones are taking over from louder, high-contrast palettes
- There’s a growing appreciation for craft and handwork, but with a cleaner, more minimal finish
- Styling feels a lot more individual people are mixing, reworking, and wearing pieces their own way rather than following a fixed look
Industry Insights
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- Occasionwear isn’t really seen as a one-time thing anymore people do think about how they’ll wear something again
- There’s a clear shift towards buying fewer pieces, but choosing them more thoughtfully
- You can sense a growing curiosity around craft where something comes from, how it’s made, and who’s behind it
- Comfort and ease have quietly become a big part of luxury it’s not just about how something looks, but how it feels to be in it
- Brands that feel genuine and not overworked in their design are connecting more right now
- The gap between festive and everyday dressing is slowly softening pieces don’t feel locked into one kind of occasion anymore
- A lot of clients are looking for outfits they can restyle or adapt across different events, instead of starting from scratch every time
- There’s definitely a move towards subtlety people are leaning into things that feel refined rather than overly statement-heavy
