“I think I have always seen the copy market as flattering,” says designer Masaba Gupta, in a proclamation often not expected from a creative professional whose designs are extensively copied in the market. But perhaps, Gupta thinks differently, explaining which, she adds, “We are a bit ahead of the copy market, as a brand we churn out new stuff very often. And the copy market is a great sign of what really works. What is a bigger trend than a copy going viral?”

No wonder, the meticulous attention paid to details has made her a sought-after designer and served her well when it comes to the art and craft of making quirky and fun ensembles. However, this time she picked an unconventional oeuvre — acting. Gupta was recently a part of a reality show (Masaba Masaba) that showcased herself and her mother, actor Neena Gupta playing themselves. “I think it worked because it was real with a little spice of life. We were raw and honest in our storytelling,” she says.

Fashion’s now popular digital plunge was taken by Gupta years back, when she started launching collections on her social media platforms and wants to keep it that way for now. “For now, we are launching all our collections on Instagram. You have a much larger reach and cost is less,” adds Gupta. Would things change after the pandemic for her design house. She says, “I’m a big believer that things don’t change 100%, we always want a sense of similarity in what we see. Consumers will question what they are buying and why they are buying. We have to now create clothing and products that are friendly to the e-commerce space.”

With sustainability being the buzz word, many designers are changing their design sensibility and going eco-friendly. So, what does she think of the concept? “Truth of the matter is sustainability costs money, it’s easy for people to turn back and ask. But I’m doing whatever I can with the money I have. Sustainability is a loosely used word. Right now, we are trying to survive in a respectable way. We are working from home and reducing the carbon footprint,” she concludes.