My first glimpse of Cord’s whimsy-infused world was through its fall/winter 2025 campaign, a set of images of a vibrantly coloured collection aptly titled Daydreamers. The ethereal quality of the imagery echoed what the founders later described to me as a core influence—a distinctly dreamlike approach to design. Helmed by Neha Singh and Pranav Guglani, the Indian label spins nostalgia through a modern lens, drawing on bygone times to evoke its emotional storytelling.
Almost like a time capsule preserving memories from a particular period and place, Cord’s creations are closely tied to its cultural references yet undoubtedly current. That idea has been there from the beginning. The brand started off with bags and accessories before slowly expanding into ready-to-wear, always with the intention of creating pieces that are able to live beyond the churn of trends.
Its latest campaign for spring/summer 2026 captures the softer, more intimate edges of a family holiday, whether through simple conversations over a meal or games that have been passed down through the years. Titled Album 91, it romanticises the sweet in-between moments and the emotional residue of travel. As founders Neha Singh and Pranav Guglani put it: “It is never only about the destination, it is also about the journey.” The line-up leans into the season’s bright hues through yellows, blues and soft pastels, intertwined with artisanal techniques like embroidery and patchwork.
That is probably also why Cord’s appeal feels especially strong right now. As a label with craftsmanship so firmly at its heart, it brings a point of view that feels compelling in the current sartorial landscape, all while keeping the pieces fun to wear. The clothes are functional, easy to style and great for layering, yet are rich with familiar codes. By working closely with local artisans, the label draws on various forms of handiwork, including hand smocking, which the founders describe as one of their key signatures. It appears alongside crochet and lace appliqués, details that keep the range tied to the same nostalgic thread. “The umbrella is always nostalgia,” the founders say, and it is a line that makes perfect sense once you step into Cord’s universe.
Could you tell us about how Cord first came to life?
The whole idea was to have something rooted in the past, that reminds you of simpler times, and of an era gone by. There was a void in the current fashion landscape that we wanted to fill, so we decided to create pieces that could go beyond seasons and be worn irrespective of trends. That was the idea: to create something classic and beautiful. We started in 2015 with bags and accessories, and that sentiment then transpired into clothing a couple of years later. It captured the same storytelling, while also focusing on comfort and everyday use. It had to feel timeless and like something that could be worn by people of different ages and nationalities.
Cord’s work often draws on nostalgia. How do you bring that into the designs in a way that still feels modern?
Nostalgia doesn’t live only in prints—it reveals itself in many different forms. Sometimes it is in the way of embroidery, sometimes in the appliqué that we do. It is also about a feeling, something that makes you feel warm and fuzzy inside. So it’s more to do with the palettes that we create, the strokes and the story we try to tell in our prints.
How closely do you work with artisans and what does that exchange bring to the way your collections take shape?
We focus a lot on craftsmanship and working with local artisans. The kind of techniques that we use in terms of embroideries, appliqué and even leather craftsmanship are personal to India. But when you see the product, it does not look too heritage-inspired. That is how we like to keep it—that we use Indian craftsmanship, but presented for a global audience, regardless of nationality. Smocking is one of our key techniques. It is called hand smocking and there are very specialised craftsmen in India who can pull it off. It was a traditional technique used way before, but it is also meant to be functional. It stretches with your body, and that is how we bring that detail into the comfort and everyday use of our silhouettes.
“There was a void in the current fashion landscape that we wanted to fill, so we decided to create pieces that could go beyond seasons and be worn irrespective of trends.”
What does your design process typically look like?
We usually start with the story. For example, for spring/summer this time round, we experimented a lot with colour. This is the brightest palette we’ve had so far and that was an intentional call we took while still remaining authentic to the Cord universe. We are also constantly exploring and developing new techniques of embroidery, smocking, prints and weaving, and trying to expand our horizon in terms of what we can do as a brand.
There is a familiar warmth contained in your pieces. How important is emotional storytelling to your design process?
One thing we were very sure about our brand was that it had to connect to people through emotion, and for us that was mainly through cherished bygones. For example, we have a print called High Tea, which is rooted in a setting where there are teapots. It brings us back to simpler times when people were not on their mobile phones and laptops; they were just sitting in their gowns enjoying tea. Life was slower and simpler, and overall everything felt very dreamlike.
Your spring/summer 2026 Album 91 campaign is inspired by the idea of a family holiday. What sparked the idea?
Because we value comfort, quality, and durability, travel has always been central to our brand. For this campaign, we chose to focus on train journeys—experiences that hold a special place in our memories. There’s a unique kind of excitement in those moments: waking up early, catching a train, heading somewhere new, and sharing it all with family. It’s a feeling that’s become rare as life grows more individual and fast-paced. Hence, we tried to capture that precious sentiment of family and smaller moments. That was the starting point.
Tell us more about the collection’s design language.
You will see a lot of doily appliqué this time. Those old lace appliqués your grandmothers would probably have had, not just in clothing but also in table mats and curtains. The idea was to incorporate crochet because it does have that sense of nostalgia attached to it. The pieces are also very functional, easy to layer and modest.
Were there any standout details from the line-up that felt especially meaningful to you?
The prints are very dreamlike. I am wearing this print called Morning Coffee. There is a man standing there as if in a dream, looking at the sky and wondering. We also love nature, so there are a lot of countryside references sprinkled throughout.
Lastly, what’s next for Cord?
We are now at a stage where we are increasing the pool of craftsmanship in different directions. We are looking at weaving, which involves a different set of craftsmen. The goal is that every season, we connect to different clusters of artisans throughout India and eventually build a whole ecosystem where we can support each other through our work and design sensibilities.
The May 2026 ‘Nomad’ issue of Vogue Singapore is available online and on newsstands.
