'Its About Emotional Value': Fashion Designer Divita Rai On Meaningful Luxury

When you think of Khadi, what's the first thing that comes to mind? Perhaps a plain, boxy kurta for that old-soul aesthetic. And Chanderi? Doesn't it immediately remind you of a delicate saree reserved for festive traditions? Not for Divita Rai, an architect-turned-fashion designer, actor, and Miss Universe India 2022, who is reimagining these traditional Indian handlooms as artistic, sculpted garments that scream luxury. Think vintage-inspired corsets, careful drapes, pleats, jewels, and massive bows, all coming together to make the wearer feel like a literal princess! 

Divita's brand, Duchess Kumari, co-founded with fashion designer Alka Suman and actor-filmmaker Adhyayan Suman, is a celebration of craftsmanship, individuality, and femininity. "Design is about more than clothes; it is about creating identity and dialogue," she expressed in an interview with SheThePeople."By blending traditional Indian crafts with modern silhouettes, I want to show that heritage can be reimagined without losing its soul."

Blending craftsmanship and modern aesthetics

Divita's approach to design is personal yet anchored in honouring Indian diversity. "My personal journey has been a balance of contrasts, rooted in Indian traditions yet constantly engaging with the modern, global world," she shared. "This duality is at the heart of my aesthetic. I see heritage not as something to be preserved in a glass box but as a living, breathing language that can evolve."

The former architect's eye for structure and precision is evident even in her fashion designs. "I look at garments as structures—how they fall, how they hold, how they interact with the body and movement. Structure in couture is not just about stiffness; it’s about creating form that empowers. Every pleat, every cut, every layer has a function as well as a narrative."

Divita does not just want to create fashion that looks good; she wants her work to tell a story. "Every piece I create is a conversation between where we come from and where we are headed. By integrating crafts like Bandhani or brocade into silhouettes that speak to the global woman, I aim to highlight identity as fluid and evolving. Culture is not static; it adapts, absorbs, and transforms."

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Modern luxury and individuality

At the heart of Divita's designs is a muse who is bold yet rooted, modern yet timeless. She describes the 'Duchess Kumari woman' as "someone who values individuality over conformity, who wears heritage with pride but interprets it through her own lens. She is powerful in her choices, playful in her spirit, and always unapologetically herself."

Divita's recent collection, 'The Only One', is a love letter to individuality and sustainability. There are no restocks, no replicas, no repeats. In an era of mass production, she believes this collection is a rebellion. "By creating one-of-a-kind or limited pieces, I want each wearer to feel special, to know that what they are wearing has a story, a craft, and a spirit that is entirely theirs," she said.

"Clothes should feel like an extension of your identity, not just another commodity. Rebellion, in this sense, is not about aggression but about courage to stand out, to own your crown, and to take pride in your own story."

This focus on bespoke pieces gives Divita's designs a sense of unmistakable sense of luxury. However, it's not the kind where the price tag or extravagance overshadows purpose. "Luxury, to me, is about emotional value," emphasised Divita. "A piece is luxurious when it makes you feel seen, when it’s crafted with integrity, and when it has the power to last, not just in your wardrobe but in your story."

Divita Rai proves that fashion can be both personal and powerful. Her creations honour tradition while embracing modernity, offering women pieces that celebrate craft, storytelling, and uniqueness. In today's fast-fashion economy, her work is a reminder that true luxury is not just about how many gemstones a dress has, but about thought, intention, and the confidence it inspires in the wearer.