Luxury minimalism that whispers its way onto global runways.

431-88 began as designer Shweta Kapoor’s counter-punch to maximalist noise: a ready-to-wear label built on luxury minimalism for the modern Indian woman. The ambition was to feel as editorial as Paris couture yet stay culturally fluent at home—strength, elegance and restraint in one breath.

Lazy Eight joined at whiteboard stage. We shaped the strategy, carved the name and built a complete identity system—logotype, palette, typography, packaging, campaign direction and digital roll-out. The brand language is all contrast: bold in silhouette, quiet in tone. A modular, sharply geometric word-mark sits against a monochrome palette; blind-emboss hang-tags and raw, un-coated boxes turn unboxing into quiet theatre.

The same calm cadence drives content and commerce. Look-books and social films use wide negative space and spare copy; the Shopify storefront feels more magazine spread than product grid, guiding users through collections with zero clutter and micro-motions that echo fabric drape.

Today 431-88 hangs in global boutiques and lands double-page spreads in Vogue—proof that in fashion, clarity and conviction can command more attention than a shout.