In an era of two-day shipping and microtrends measured in hours, fashion has become faster than ever and emptier too. But some brands are resisting the churn, pushing back against the impulse to consume and discard. One of them is I Love Mirabelle, a luxury label that doesn’t just design clothes. It designs heirlooms. Experiences. Love stories sewn into fabric. Founded with intention and named after the founder’s daughter, I Love Mirabelle feels like a quiet rebellion wrapped in elegance. It blends the timeless grace of European design with the soul of Indian craftsmanship, creating pieces that aren’t just worn but cherished. The brand’s signature heart emblem isn’t a gimmick. It’s a philosophy. Every stitch is a soft insistence that beauty should come with meaning.

Where Sustainability Isn’t a Slogan, But a System
Plenty of fashion brands talk about ethics. I Love Mirabelle builds them into its blueprint. Production is slow by design: small batches, natural fabrics, limited runs. This isn’t about scarcity for status. It’s about waste reduction, exclusivity with purpose, and honoring the people behind the product. Each piece is handcrafted in Rajasthan, where traditional techniques are preserved and celebrated. Supporting I Love Mirabelle means supporting the artisan communities who keep these techniques alive. It means dressing yourself in a way that respects the planet, the past, and the people in between. “We are committed to using all natural fabrics for our collections. The dyes we use are completely non-toxic. Our packaging is recyclable paper based and we eliminated the use of plastics in packaging. We choose our suppliers carefully, focusing on partners that treat their workers ethically and make sure traditional art is a centerpiece of designs,” says co-founder and chief designer Marika. “Smaller batches ensure minimum wastage of dresses and our brand has pledged to not destroy any clothing come what may. We want to find a loving home for our special pieces, each of which we treat with utmost love,” she adds.

For Women Who Wear Their Values
I Love Mirabelle isn’t made for one kind of woman. It’s made for anyone who wants their wardrobe to reflect something deeper. The brand’s world is wide enough for the art lover, the global traveler, the conscious mother, and the everyday minimalist. There’s no single archetype, just a shared desire to wear something that feels personal, soulful, and enduring. “I want to capture an experience of beauty that’s universal and touching every woman but still is special and personal and interpreted differently. The clothes have a feel and details that appeal to every woman but in subtly different ways,” says Marika.

Where Craft Meets Code
Even in its reverence for tradition, I Love Mirabelle is not stuck in the past. The brand integrates artificial intelligence not to replace creativity, but to refine it. AI helps shape more meaningful customer journeys, reduce inventory waste, and build smarter, more sensitive campaigns. In this way, the brand’s tech backbone is in service of its human core. “AI is an important tool for achieving our sustainability goals by enabling innovative marketing campaigns. AI helps the creative process of marketing campaigns and enables our teams to represent our brand values and aesthetic. We use AI models and backgrounds tastefully to appeal to customers and familiarize them with our brand and artistic garments. AI is also used to understand customer sentiment, feedback and trends to keep the business lean and efficient,” says co-founder Gaurav.

Heart in Every Thread
Fashion at its best is never just about clothes. It’s about identity. Memory. The way we carry ourselves through the world. That’s why I Love Mirabelle weaves its story quite literally into each garment. The heart emblem that appears on select pieces isn’t just decorative. It’s a reminder to choose with care, to live with purpose, and to love where you are, who you’re with, and what you wear. “I chose the heart deliberately as it represents love which is a core value of the brand. Also, it is a favorite motif for women growing up including my daughter and it reminds the wearer they are part of a love story every day,” says Marika.

In a Crowded Market, Love Is the Differentiator
There are thousands of brands selling sustainability. Fewer are living it. I Love Mirabelle stands apart not just because of what it makes, but because of how and why it makes it. In a sea of sameness, it offers something rare: a true fusion of heritage and innovation, heart and technology, ethics and elegance. It doesn’t want to be the biggest fashion brand in the world. It wants to be the most meaningful. And that’s exactly what makes it unforgettable. “Do follow our brand pages on social media to learn more. We love to interact with our followers and please be part of this exciting journey for Gaurav and I. We are excited to bring these pieces and our brand to life and wish you will be part of our brand journey,” Marika says in closing.

Presented by: APG