We shot over a hundred images of each garment to capture every nuance of embroidery and texture,” says Chetan Chopra, Chief Business Officer at Disrptve Communications. “These were used to train LoRAs—specialised AI models—so the garments could be recreated with absolute fidelity.” The results, he adds, were not merely visual assets but mood, atmosphere, and intent rendered digitally. For designer Sarab Khanijou, the outcome was uncanny: “They captured not just the clothes, but the pulse of the collection.” That pulse beats at the heart of Dhun, Khanijou’s new couture line—an exploration of rhythm, movement, and the quiet music that underlies a groom’s most intimate moments.
Rather than treating AI as spectacle, Khanijou approached it as a collaborator. His hand-drawn sketches and concept notes became the starting point for AI-interpreted moodboards and virtual shoots. “It let me build worlds that didn’t physically exist yet perfectly conveyed the emotion behind the collection,” he says. “It was a fascinating dance between intuition and digital precision.” For Khanijou, AI is neither threat nor shortcut. “Ignoring it would be like ignoring the next chapter of creativity,” he reflects. “The key is to use it as an extension of human imagination, not a replacement.”
The palette drifts from soft ivory and champagne into deeper, resonant shades of wine, navy, and emerald—each colour chosen to echo a different register of celebration. Luxurious silks, velvets, and handwoven brocades glimmer subtly, threaded with metallic accents and fine zari work that reveal themselves gradually, like refrains in a melody. The silhouettes remain grounded in classic menswear—bandhgalas, sherwanis, sharply tailored jackets—but are softened by a contemporary ease. “Dhun explores rhythm—the music that plays quietly within every groom on his most defining day,” Khanijou explains. “It’s a symphony of emotion expressed through texture, craftsmanship, and silhouette.”
Khanijou’s decade-old label traces its lineage back to his great-grandfather’s tweed store in Mussoorie, a legacy of tailoring and textile knowledge that subtly informs his couture today. Over the years, he has watched men’s fashion shift from polite restraint to bold self-expression. “Today’s groom wants personality,” he says. “He isn’t afraid of colour, texture, or silhouette.”
As the brand expands—with a new store at Delhi’s Dhan Mill and plans for Mumbai, Hyderabad, and select global destinations—Khanijou promises spaces that mirror the ethos of Dhun: curated, immersive, and intimate. “Not just a retail store,” he says, “but an experience.”