Beachbum Founder Aparnna Gupta Combines Fashion, Function and Sustainability to Reinvent Holiday Wear

In an exclusive chat with the MidDay online team Aparnna Gupta the visionary Founder and CEO of Beachbum opens up about her journey in creating a brand that celebrates femininity and sustainability Launched during the pandemic in 2020 Beachbum blends global fashion trends with Indian craftsmanship to offer versatile holiday wear designed for the modern woman Aparnna shares insights into how her past experiences and passion for local craftsmanship have shaped the brandrsquos identityCan you share the story behind the creation of Beachbum What inspired you to launch this brand in 2020Beachbum emerged as a celebration of femininity nature and the essence of a laidback lifestyle In 2020 the pandemic highlighted the importance of supporting local craftsmanship and sustainable practices Drawing from my experience as an exporter working with international brands I envisioned a label that combines global silhouettes with Indian artistry The idea was to create versatile holiday wear that is as ecoconscious as it is stylish embodying the spirit of effortless elegance and functionalityYour journey from being an exporter to creating a fashion label is fascinating How did your previous experiences shape the vision for BeachbumMy background in exports provided me with a deep understanding of global fashion trends quality standards and consumer preferences This experience shaped Beachbumrsquos vision by inspiring a blend of international aesthetics with Indian craftsmanship I wanted to leverage the expertise of local artisans and create a brand that caters to both global and domestic audiences while staying true to sustainable and ethical practicesWhat products are part of your collection Which are the most popular and how extensive is your SKU rangeBeachbum offers a diverse range of stylish and trendy resort wear designed for comfort and versatility Our collection includes coords kaftanscoverups long and short dresses lifestyle bikinis woven jumpsuits tops amp shirts bottoms and an assortment of accessoriesOne of our standout collections SoakN Bum has been a bestseller celebrated for its terry towel fabric and 10037 cotton designs It features oversized shirts shorts lifestyle bikinis and accessories like mini bags and comfy chappals Other popular collections include the Macrame Exclusive line known for intricate handcrafted details and the Gaia by Beachbum series which highlights natural aestheticsCurrently Beachbum offers around 320 SKUs ensuring a wide variety of styles to suit diverse preferences and budgetsWho is your target audienceOur primary audience is women seeking stylish versatile and comfortable resort wear This includes young professionals avid travelers and beachwear enthusiasts who value both fashion and functionality Notably in 2025 we will be expanding our range to include mens styles and genderneutral fashion along with our firstever collection of knitsThe age group ranges from early 20s to late 50s focusing on individuals who embrace a relaxed holidayinspired lifestyleBeachbum is known for its versatile and multifunctional designs How do you decide which pieces to create and what influences your design processThe design process starts with understanding the needs of modern women who seek both style and comfort We draw inspiration from nature travel and the spirit of holidays Our focus is on creating versatile pieces that work across different occasions such as kaftans coords and jumpsuits Feedback from customers and retail partners also plays a critical role in refining our collections and deciding on new designsYou emphasize combining international silhouettes with Indian sensibilities Can you elaborate on how you blend these two worlds to create something uniqueWe merge international silhouettes like relaxed coords and maxi dresses with Indian elements such as hand embroidery macrame and natural dyes This combination ensures our designs appeal to global sensibilities while reflecting the warmth and artistry of Indian craftsmanship Itrsquos about finding a balance between minimalism and intricate detailing to create pieces that feel timeless and contemporaryWhat are some of the bestselling products this season and what factors have contributed to their popularityThe Threads of Grace series has been a standout this season with collections like Desi Valentine Digital Nomad and Soak N Bum leading the charts These collections resonate with current trends offering versatile options such as loungewear kaftans coord sets and holiday outfits that cater to a variety of customer needs Designed for all age groups the range combines comfort and breathability with style making it ideal for everything from casual lounging to holiday adventures The incorporation of Indian craftsmanship including embroidery and mirror work adds a touch of elegance to the westerninspired designs striking a balance between tradition and modernity that appeals to todays fashionconscious audienceHow has the pandemic impacted Beachbums growth and what opportunities did it present for a brand like yours to thrive in the domestic marketThe pandemic emphasized the importance of local brands creating an opportunity to connect with consumers who value sustainability and thoughtful design With a focus on ecommerce and collaborations with stores in resort destinations like Goa and Pondicherry we tapped into a growing demand for comfortable versatile and stylish resort wear This shift also allowed us to strengthen our digital presence and build a loyal community around BeachbumSustainability and ethical production are central to Beachbum Can you walk us through how you ensure your garments are ecofriendly from design to deliveryWe focus on using ecofriendly materials such as 10037 cotton lightweight double gauze macrame shantoon viscose flex cotton and single jersey Our automated inventory system minimizes overproduction reducing waste Ethical practices extend to working with suppliers who share our values of quality and ecological responsibility From sourcing sustainable fabrics to packaging in ecofriendly materials every step reflects our commitment to the planetAs a passionate traveler and advocate for embracing imperfections how do these personal values translate into the clothing you create for BeachbumTravel influences the easy carefree vibe of our collections while embracing imperfections is about celebrating individuality Our designs prioritize comfort and adaptability ensuring women of all shapes and sizes feel confident and beautiful Each piece reflects a relaxed elegance perfect for the imperfect beauty of real lifeWhat is your vision for the future of Beachbum and how do you see the brand evolving in the next few yearsIn the coming years I envision Beachbum emerging as a prominent sustainable fashion brand that celebrates Indian craftsmanship while addressing the needs of modern conscious women With the rise of ecoconscious fashion I anticipate sustainable fabrics and multifunctional designs becoming pivotal trends Our focus will remain on creating timeless sizeinclusive styles blending innovation with traditional artisanship and upholding ethical production practicesSize inclusivity seems to be a core part of Beachbums philosophy How important is it for you to create designs that empower women of all shapes and sizesInclusivity is at the heart of Beachbum Fashion should celebrate individuality and our designs are created with that in mind Whether itrsquos adjustable coords flowy kaftans or easy jumpsuits every piece is designed to empower women ensuring they feel confident and comfortable regardless of their sizeBeachbum offers a diverse range of pieces from kaftans and coords to jumpsuits and bikinis How do you approach designing for such a varied collection and what categories do you see as key staples in the modern womans wardrobeOur approach starts with identifying the staples every woman needs for a versatile holiday wardrobe kaftans for easy layering coords for mixandmatch flexibility and bikinis for that perfect resort vibe We focus on timeless designs with modern updates ensuring each category complements the others while offering standalone value These staples reflect the laidback sophistication our customers love

Beachbum Founder Aparnna Gupta Combines Fashion, Function and Sustainability to Reinvent Holiday Wear

Other Articles

Mid-Day Fast

Home / Buzz / Article / Beachbum Founder Aparnna Gupta Combines Fashion, Function and Sustainability to Reinvent Holiday Wear

Beachbum Founder Aparnna Gupta Combines Fashion, Function and Sustainability to Reinvent Holiday Wear

Other Articles

Mid-Day Fast