Shantnu & Nikhil’s bright courage is embodied by Janhvi Kapoor, Ranveer Singh, Vijay Deverakonda, Kiara Advani, Kartik Aaryan and more.A leading manufacturer of menswear drapes in the industry, offering silhouettes such as draped kurtas and drapes. bandagara It’s become a chic staple in today’s menswear market.

Aditya Birla Fashion acquired a 51% stake in Shantnu & Nikhil two years ago. Are corporate partnerships the future of fashion?
Given the heritage and modernity that accompanies India’s duality, the corporatization of Indian fashion has been long overdue. Transformation provides a kind of safety net,
Envelopes are more luxurious than ever and allow for greater creativity. There is a difference between how venture capitalists see corporateization and how strategic partners see it. Fueled by a long-term vision, his venture with ABFRL and Maison Shantnu & Nikhil is purely strategic in nature. As a brand, we have felt strongly that if we are to become a global player, it is imperative that we expand our business with new horizons into a more robust corporatized ecosystem where creativity and commerce truly meet. I was.

S&N recently announced five new stores across the country. How does this Bridge to Luxury reflect the sensibilities of your couture line, Shantnu & Nikhil?
S&N celebrates its Indian roots with a hint of millennial courage. Our products range from classic shirts to signature draped kurtas and everything in between. Whereas couture is much more detailed and bespoke, S&N has softer nuances of its signature chantone and nikhil elements: leather appliqués, symmetry and clean lines – all these elements. is seen in his S&N. The best thing about S&N is that unlike couture, it’s ready to wear.

Feeling the pressure to get your message across to a digital audience accustomed to eye-catching 30-second reels?
Fashion film is a very powerful tool for design houses. We comb through hundreds of properties and every set-up and production we know of before shooting a campaign. For us reels become a window for a little peek into the art expanse we create. As long as patrons derive meaning from it, we’ll be experimenting with new ways to tell stories in 30 seconds.

What are your thoughts on fashion embracing the metaverse?
The metaverse gives design houses access to many forms of art, such as sketches and archives, that were previously not an option to sell or exhibit. One of the main advantages of the metaverse is the endless possibilities offered in endless ways. It doesn’t limit the value of one’s designs, it certainly provides a platform for artists and their needs. It gives you the power to explore your technique.

How vital is sustainability to your brand? How do you practice?
Fashion is seen as a community fraternity for global influence and change. We have integrated this change into our philosophy and currently focus on art, creativity, sustainable development and collaboration. We are part of ABFRL, a conglomerate that is constantly looking for new opportunities to become more sustainable through our #ReEarth pledge. To further our new manifesto, we launched our own sustainable initiative, The Buy-Back. This is a program that allows proud owners of Shanne & Nikhil her couture to exchange old outfits for credit value to use on their own clothes. next purchase. This not only promotes responsible consumption, but also ensures that we control production on our part.

Valentino recently announced the opening of two new stores in India in partnership with Reliance Brands Limited. How will the influx of global luxury brands affect the luxury space in India at home?
The boom in international brands is a phenomenon due to the corporatization of the Indian fashion industry. That might lead to a notch in the competition, but each designer has their own selling points, especially when it comes to Indian couture. I think we are moving from fast fashion to sustainable.
Fashion, arguably the new BTL culture, not only in India but worldwide. The fact that Indian fashion is also corporatized adds value to his BTL approach in terms of both scale and marketability. Brand extensions by couturiers like ours ensure that the brand’s business becomes a bridge from mere luxury to luxury. Direct to Consumer (D2C) will emerge as a strong trend given the powerful digital and new metaverse worlds bring to the table. Fashion as an industry will become more lucrative and help further expand career opportunities for the young workforce.

What are the essential ceremonial couture essentials for men, according to you?
Men aren’t adhering to the traditional strict obligations to ceremonies these days. is a must in every menswear wardrobe. Such pieces help style outfits from day to night and vice versa. Plus, men aren’t far behind wearing jewelry under their ensembles these days. and is reflected in the selection of brooches.

Shantanu & Nikhil Favorites

bandana: Alexander McQueen
fabric: Organza and Jersey
silhouette: asymmetric
colour: military green
accessories: neck scarf

(Featured image: Shantanu and Nikhil)