Label Apurva launches size-Inclusive, sustainable collection Heavenly Hues

Label Apurva, a designer brand by Apurva Shah has launched its size-Inclusive, sustainable spring/summer 25 collection titled ‘Heavenly Hues.

The collection celebrates India’s artisanal legacy of Kalamkari featuring handcrafted co-ord sets, breezy shirt dresses, and festive-ready separates that include hand embroidery, zardozi, appliqué work coupled with rich surface textures.

Label Apurva claims that every garment in the collection has been crafted using eco-conscious materials through ethical, small-batch production practices.

Commenting on the collection, Apurva Shah in a statement said, “Fashion has long celebrated a certain type of body, a certain kind of woman. With Label Apurva, I wanted to change that narrative—to create a space where people feel seen, empowered, and beautiful in clothes that honour both their identity and their culture.”

“Sustainability and inclusivity are not add-ons for us—they’re the pillars of our brand. We’re proving that luxury can be welcoming, expressive, and deeply rooted in Indian values,” Shah added.

Label Apurva retails through its e-commerce platform and flagship store in Juhu, Mumbai. It plans to partner with multi-designer platforms such as Pernia’s Pop-Up Shop, Ensemble, Aza, and Nykaa Fashion to expand its presence across the country.