During the annual Governors Ball Music Festival in New York earlier this month, Lizzo took to the stage in a sculptural silver dress with a 3D neckline and form-fitting skirt made by the Indian couturier designer Gaurav Gupta. The singer is not the only star to rock his designs this year. Cardi B wore a blue dress by Gupta at the 2023 Grammys, as did Wednesday star Jenna Ortega when she hosted Saturday Night Live in March—and it’s all no coincidence.
Behind the scenes, Hema Bose has been responsible for connecting top talents from South Asia, Southeast Asia, and the Middle East with such celebrities. Bose is the founder of Maison Bose, a consultancy that assists designers with VIP placements, creative direction, and brand elevation. Through her company, Bose helps unsung creatives get their work seen on a major scale. “I’m genuinely very proud of each individual moment,” says Bose. “I must stress that none of it happens by a snap of a finger. It’s a collaborative effort for all parties—myself, the designers, and stylists.”
Originally from Kolkata, India, Bose now calls London her second home. After finishing her undergraduate studies at Central Saint Martins and the London College of Fashion, and earning her master’s degree from the Cambridge Business School, Bose worked on the design team at Alexander McQueen and acted as the global head of VIP and communications at Julien McDonald. She launched Maison Bose in February 2022 after recognizing a need for more diverse design representation within the fashion and celebrity landscape. “I am passionately driven to unite and elevate the incredibly talented designers from all over the world, especially Asia and Middle Eastern countries, who often remain hidden from the global spotlight,” says Bose. “Their exceptional skills and creativity deserve to be showcased on a grand stage.”
Since launching Maison Bose, Bose now represents a handful of Southeast Asian, South Asian, and Middle Eastern designers. There’s the Indian couturier Gupta, who Bose has helped place on stars such as Megan Thee Stallion, Coco Rocha, and Aja Naomi King. “When I partnered with Gaurav Gupta just a little over a year ago, I was surprised how little the Western fashion industry knew about the brand,” says Bose. “[He] is hugely celebrated across India, and the 18-year-old established atelier is well known across Asia for its breathtaking sculptural silhouettes.” Bose also works with the Lebanese couturier Jean-Louis Sabaji—Sabrina Elba, Halle Bailey, and Quinta Brunson have all worn his glamorous gowns—and the Malaysian fashion house The Atelier, which was most recently worn by Chinese actor Tang Wei at Cannes. All of these moments have been the result of connecting with celebrity stylists, says Bose.
She hopes to introduce a whole new audience to the unique craftsmanship and design traditions found abroad. “Through curated showcases, collaborations, and fostering networks, we can empower fashion houses to navigate themselves in the industry and challenge prevailing narratives,” says Bose.
This cultural spotlight is especially crucial in an arena like fashion, given designers from North America and Europe have long drawn from the ornate design traditions found in these countries. “Recently, Maria Grazia Chiuri’s Dior pre-fall 2023 collection, held against the captivating backdrop of the Gateway of India, marked yet another milestone in this splendid journey,” says Bose. “While these instances of recognition and fusion are indeed appreciated, there is an ardent desire to witness the triumphant emergence of more [Asian and Middle Eastern] designers being rightfully celebrated on a global scale.”
The power of celebrity—with millions of eyes on what they wear and who they’re wearing—is hard to overstate. “If anything, I hope to shift the narrative and change the notions behind the Western perception of [these] contemporary designs,” says Bose. “This collective movement will not only elevate individual careers—but also contribute to a more inclusive and diverse fashion landscape.”
