Gul by Aishwarya on Pernia’s Pop-Up Shop

There’s a certain kind of appeal in clothes that don’t chase trends. Gul by Aishwarya, launched in 2019, leans into that space — timeless, but not dated; rooted, but not rigid. Aishwarya, who originally studied law before pivoting to fashion, has always had a creative eye. Back in school, she would often sketch outfits in the margins of notebooks — not thinking much of it then, but the instinct stayed. Formal training at the JD Institute followed, and soon after, Gul was born. When the label debuted at India Fashion Week in London, it wasn’t just a milestone — it hinted at a wider resonance beyond borders.

At its heart, Gul works on a slow fashion model. That means small batches, a lot of handwork, and careful design decisions. You won’t find endless new drops here. Instead, pieces are created to last — season to season, year to year. The idea is simple: buy less, wear more. A bit of a shift from what fashion usually asks of us, but one that’s clearly gaining ground.

To explore the label’s standout styles and bestsellers, check out the curated selection now available on Pernia’s Pop-Up Shop.

Gul by Aishwarya – Kurta Sets, Sarees, Ghararas & More

Gul doesn’t just make clothes — it carries forward craft. The label works with artisans skilled in techniques like aari, zardozi, and gota work. These aren’t just surface-level embellishments. They’re part of the story — done by hand, stitch by stitch, often taking days to finish. Still, the work never feels excessive. It’s controlled, edited, and layered with purpose.

The brand uses a mix of fabrics — tissue silk, brocade, crushed velvet, georgette, and organza among them. These materials bring texture, depth, and softness, often within a single outfit. You might see a brocade gharara paired with a light, hand-embroidered tissue kurta, or a Dupatta in sheer organza peppered with sequins that catch the light but never overpower.

Silhouettes vary. There’s structure in the straight-cut kurtas, often with hints of Pakistani tailoring. But there’s also fluidity — soft A-line sets, relaxed drapes, and separates that work just as well across wedding weekends as they do at quieter events. The design doesn’t push too hard; it gives space.

Colour is another strong point. Gul tends to avoid loud hues, leaning instead into tones that age well — deep wine, muted golds, rust, ivory, and dusty pinks. These shades sit comfortably across time and occasion, making the pieces versatile and easy to revisit.

What draws women to Gul is often this quiet mix — nostalgia without drama, detail without clutter. It resonates with those who grew up admiring their mother’s or grandmother’s wardrobes but want silhouettes that feel like their own. Not overly styled. Not overly trendy. Just well-made, meaningful clothes.

In a market full of noise, Gul by Aishwarya takes a steadier path. It isn’t trying to reinvent the wheel — just making sure what it puts out is strong, wearable, and built to stay.