NIFT-trained and retail-schooled at Monte Carlo and GAP, Sameer founded IZRA Couture in 2024 — a couture house built on Punjab's own craft traditions: hand-worked Phulkari, khadi, silk and jute, cut into womenswear, menswear, kidswear and occasion wear under one roof. His work has earned state recognition for craft contribution, and the label has been covered by regional press and fashion media.
The studio works out of Sector 35, Chandigarh — India's one deliberately planned city, laid out sector by sector by Le Corbusier. Sameer designs the same way the city was drawn: structure and proportion settled first, ornament — the hand-worked Phulkari, the embroidery, the finishing — added only once the line is right.
Formal design education at the National Institute of Fashion Technology, where the foundations of construction, textile and silhouette were set.
Retail-side experience at two very different houses — one rooted in Indian knitwear, one in American basics — shaping an eye for what actually sells across markets.
IZRA launched from a boutique in Sector 35-A, Chandigarh, built around four complete wardrobes — women's, men's, kids' and occasion wear — and a craft language of Phulkari, khadi, silk and jute.
Recognised for contribution to craft and Punjabi textile revival — an honour that, until now, has lived mostly in local coverage.
Runway presentations and press features are archived below as the studio supplies photography and coverage links.
Five stages, in the same order for a market kurta and a bridal lehenga — only the hours at each stage change.
Silhouette and proportion, drawn flat before any fabric is touched.
Silk, khadi, cotton or jute chosen against the season's colour story.
The structural stage — the part that borrows most from the studio's own gridded city.
Phulkari and other handwork added on the frame, stitch by stitch, days at a time.
A final fitting — in studio or by video call — before a piece ships.
Certificate and ceremony photography to be added by the studio.
Show stills and film from the most recent collection presentation.
Coverage clippings and links to be added as they're published.
“A boutique serves the people who can walk in. What I want IZRA to build is craft that travels — Phulkari worked by hand in Chandigarh, worn in Toronto or Southall, without losing what makes it hand-worked in the first place. This city taught me that discipline: plan the grid, then let the garden grow inside it.”
— Sameer Gupta, Founder & Creative Director
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