Image Source: Times Of India
Spearheading a new narrative in Indian luxury, Shantanu & Nikhil are boldly charting a course from avant-garde couture to accessible prêt, aspiring to position themselves as India’s first true designer maison. Their journey is an interplay of heritage, innovation, and the evolving aspirations of Indian—and global—fashion consumers.
Roots in Reinvention: Couture with an Edge
Shantanu & Nikhil, established by brothers Shantanu and Nikhil Mehra in 2000, is now synonymous with "anti-trend" modernity with vintage Indian soul. Their couture defies expectation, trading conventional embroidery for bold drapes, exaggerated silhouettes, military overtones, and metallic accents, speaking a narrative of structured strength and gender-fluid, patriotic chic.
Every collection addresses the Indian zeitgeist—daring, resilient, and modern. Recent runway collections, such as the 70s-inspired collection, blend heritage patterns (particularly paisley and detailed florals) with nu-disco sensibilities, velvet textures, sequinned embellishments, and custom Italian fabrics, creating a dramatic fusion of nostalgia and contemporary elegance.
The Maison Mindset: Democratising Luxury
The designers' bridge-to-luxury label S&N by Shantanu & Nikhil takes their signature aesthetic to a broader, younger Indian demographic through ready-to-wear that is design-led and versatile. Positioned between couture and high-street, S&N is also fast spreading to Tier-2 cities, with hybrid stores that combine couture, prêt, and experiential retail.
Each item holds artisanal innovation and values—consider innovative stretch fabrics, bold draping methods, and experiments with architectural surface decoration—all backed by an India-proud attitude.
Scaled for the Future:
Strategic Growth and Responsible Luxury Having grown from a boutique team to a 400-person atelier, the brand’s partnership with Aditya Birla Fashion and Retail Ltd (ABFRL) brings scale, operational muscle, and expansion into new markets. Key manufacturing remains in-house for couture, while S&N leverages ABFRL’s Bengaluru production facilities.
Shantanu & Nikhil focus on sustainability by reducing overproduction, carrying common inventory across platforms, and transforming couture into seasonless, made-to-measure models to reduce waste.
Cultural Significance and the Maison Dream
With each collection, collaboration, and new boutique, Shantanu & Nikhil aren't only creating a look but working to establish India's first comprehensive, globally relevant designer maison—a destination that combines heritage, artistry, innovation, and business acumen. The message: Indian design deserves to own the world stage, delivering power, meaning, and panache in every seam.
Sources: Apparel Resources, Grazia India, First Look Fashion
Advertisement
Advertisement
