Suneet Varma is Reimagining Indian Couture, One Store at a Time

For more than three decades, Suneet Varma has shaped Indian couture with the precision of an architect and the imagination of a storyteller. His world has always been built on drama; sweeping silhouettes, sculptural embroideries, and a theatrical sense of glamour. But behind the shimmer lies a designer with an almost scholarly fascination for form, geometry, and history. His references travel from the ornate palaces of Renaissance Europe to the confident lines of early 20th-century Art Deco. So when Varma opens a new flagship boutique, the last thing you can imagine it to be is merely a retail space.

In conversation with LuxeBook, Suneet Varma unpacks this new space, the evolving landscape of luxury retail, and what modern couture means to him in 2025.

LuxeBook: Your new Mehrauli boutique is described as a dialogue between Art Deco influences and contemporary couture. What was the starting point of this architectural story?

Suneet Varma: The starting point of the architectural story for my new Mehrauli boutique is deeply rooted in my love for architecture and art history from Renaissance, Rococo, and Baroque styles to early 20th-century design. I was particularly inspired by Art Deco’s geometry, symmetry, and glamour. For me, this influence was the foundation while conceptualizing the interiors. The space was envisioned like a cinematic set where every architectural detail frames the garments as works of art, blending polished modern forms and a play of light to echo the drama and craftsmanship of couture.

LuxeBook: How do you see architecture shaping the future of luxury retail in India, especially when physical spaces need to feel ‘experiential’ rather than merely transactional?

Suneet Varma: Architecture today defines the entire luxury retail experience, especially in India where clients crave more than just a transactional space. Shopping for couture has become experiential: the ambiance, interiors, and architectural story engage customers emotionally. I see architecture as the script that directs how one journeys through the brand from the moment they walk into their final fitting. Spaces must invite intimacy, storytelling, and lingering through thoughtful use of volume, texture, light, and pathways, reflecting the brand’s fantasy and heritage rather than just offering products.

LuxeBook: What does ‘modern couture’ mean to Suneet Varma in 2025?

Suneet Varma: For me in 2025, modern couture balances the drama and intricate handcraft that Indian clients expect with fluidity, ease, and a global context. It is about meticulous handwork translating into silhouettes and designs that move effortlessly across cultures and geographies while remaining anchored in Indian traditions. Today’s brides are bold and experimental; they want to express their individuality. As a designer, I enjoy creating bold looks that reflect that spirit, making modern couture a narrative of confidence and innovation rooted in heritage.

LuxeBook: What inspired the overall moodboard of this store, and what did the design process look like?

The overall moodboard of my Mehrauli store was inspired by the elegance and geometry of Art Deco combined with contemporary couture aesthetics. I envisioned a luxurious yet understated space with pure white marble floors, matte buffed-gold walls, and large beveled mirrors, including a curved installation that enhances the boutique’s luminosity and sculptural feel. A modern chandelier adds a fresh contrast while maintaining the rich, glamorous atmosphere.

The design process was meticulous, focusing on balancing artistry with modernity. We refined key elements like the metal-glass door and beveled walls to create a young, luxurious space that truly represents my brand’s identity. The store is designed as an intimate, immersive setting for brides and global clients, where architecture and fashion come together to create a harmonious and elegant couture experience.

LuxeBook: After 18 years at DLF Emporio, what did you want this second Delhi store to offer that feels new or unexpected for your clients?

Suneet Varma: After 18 years at DLF Emporio, I wanted this second Delhi store to offer something more private and immersive for my clients. This boutique is a destination where the full spectrum of my brand unfolds from bridal and occasion wear to statement pieces and new creative directions woven into a coherent narrative. It lets clients spend unhurried time exploring the collections and bespoke possibilities. With growing demand from NRIs, internationals, and clients across India, the Mehrauli store also offers convenience as they travel, making their couture journey seamless and personal.

LuxeBook: Couture shopping is changing. Bridal clients are more global, and more discerning. How does this store cater to the new generation of brides and collectors?

Suneet Varma: Couture shopping is evolving rapidly, bridal clients today are more global, discerning, and informed. The Mehrauli boutique is designed for this new generation, it mirrors their sophisticated lifestyles by presenting curated capsules, versatile silhouettes, and private spaces for detailed customization conversations. Dedicated zones for bridal, trousseau, and occasion wear, along with considered lighting and generous fitting rooms, allow brides and collectors to evaluate embroidery, fit, and movement in a luxurious and personal environment.

LuxeBook: Looking ahead, what excites you most about the future of Indian couture?

Suneet Varma: Looking ahead, what excites me most about Indian couture is its confident stride onto the global stage while staying deeply connected to artisanal heritage. There is immense potential in exploring new forms, innovative collaborations, and experiential retail spaces like this boutique. I am thrilled by the opportunity to develop collections that resonate worldwide while celebrating the hand, heart, and history that make every garment uniquely Indian. This fusion of tradition and global innovation defines the future of Indian couture.

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