Designers Shantanu and Nikhil Mehra have always strived to create a modernized design language with their eponymous label. With Nikhil a masters in fashion and Shantanu in finance, the brothers launched their designer label 20 years ago and have come a long way since. In an exclusive conversation with TMM, they talk about the dynamic world of fashion, their inspirations, and social media as a marketing tool for the brand.
Shantnu & Nikhil has completed 20 years in the industry. How do you look at this journey?
Shantanu: Over the last few years, we have restlessly toiled around the idea of a new world, a world more progressive and inclusive, a world without any biases and boundaries. In this past decade on our journey, we have paved the way to reach a newer and bigger audience, making us more accessible, and thereby fulfilling our dream to see our brand on every global Indian. Last year was a year of ardent emotions for us, as Maison Shantnu Nikhil celebrated 20 years of its brand existence. In addition, as the world recoiled to a new definition of normal, we brought in the 20th year with a new chapter in our journey – S&N by Shantnu Nikhil, a celebratory narrative where Indian heritage is enlivened by millennial spunk!
We recently saw you at India Fashion Awards. What do you have to say about such initiatives?
Nikhil: Such initiatives give people of the fraternity an evening where they feel seen. We saw numerous budding talents being awarded for their hard work and persistence. Events like IFA provide the morale boost a designer or any talent needs to keep going. On a personal note, we get to meet so many people we usually aren’t able to due to hectic schedules. Such gatherings provide a wonderful escape where we, the industry’s people, can spend time together and applaud each other. It is definitely a unique and thoughtful initiative to bring the fashion fraternity together which recognizes and facilitates creative talent from every segment.
When it comes to drafting a collection, how do you both function as a team? Who takes care of what?
Shantanu: Both of us have our own defined strengths and interests, so when we’re presented with an opportunity we harmoniously amalgamate them to bring out the best of Maison Shantnu Nikhil. Nikhil from an early stage has been inclined towards the creative aspect of the design house, so much as so, he obsessively goes over each design again and again when there’s a collection launch coming up. I, on the contrary, have been towards the business side of Shantnu Nikhil. We are in sync at work. My job is to give Nikhil the intelligence he needs to create. Commerce always follows art, so it’s important that he has free rein.
When it comes to designing a new collection, what inspires the duo the most?
Shantanu: We have been continually rediscovering our touch points of inspiration in the form of Indian history over the past few seasons. Each of our collections begins with inquisitively enquiring and critically examining the cultural landscape and rich heritage of India and then finding ways to be creative within it. However, our core philosophy remains intact i.e the fierce glamour stated through unconventional methods. We hope to bring forth a union of traditional and a dash of millennial spunk which sets itself on the path of ‘Anti-trend’.
Now that the fashion weeks have gone digital, what is the future of Indian fashion?
Nikhil: Up until recently, we were doing traditional shows which garnered a large audience and introduced us to a plethora of opportunities and brand visibility. There is a true sense of chaos minutes before the show backstage and we honestly miss that. The adrenaline rush a successful show with loud rounds of applause gives you is unmatchable. Digital platforms take way the look and feel aspect one experiences during a physical show. People are looking forward to physical events now, it gives them a reason to step out and establishes an emotional connection with us. Nonetheless, we’re glad we got to host a digital event where the focus is just on our creations, even though the classic show has its own allure. Going digital democratizes fashion, because it is more engaging, has a greater audience reach, and is not limited by the size of a runway. Now, everyone is in the front row!
The recent fashion film Oasis at The Quorum, Gurugram has been very well received. What was the motive behind this film?
Shantanu: It’s an ode to the fierce glamour that has always been championed by the House. Oasis aims to bring the dream that is fashion back into the process of design and offers a lineup that revels in joy and confidence. Like an unlikely, shimmering water body defying the withering heat of the Thar, Shantnu Nikhil’s Ceremonial Couture collection stands out for its splendor and unapologetic glamour. Oasis is, in essence, is our response to the need of our times—beauty to those deprived of it, glamour to those missing it, power to those feeling helpless. Here are clothes that change the way the wearer walks, their posture, and in doing so, changes their perception of the world around them.
How do you see social media as a marketing tool for the brand?
Nikhil: Social media empowers brands to hold more conversational relationships with people. Many publication houses and media platforms are also adapting more eclectic methods to collaborate with brands. Virtuality & digitalization at such a scale is a transition I feel is imperative for us to embrace collectively as a fraternity to be more future-fit because these are changes that will stay on.
What’s next?
Shantanu: Even during the pandemic, we have continued on a resilient journey of launching our bridge-to-luxury celebration wear brand S&N by Shantnu Nikhil (a ready-to-wear version of Shantnu Nikhil signature aesthetics). Our retail presence of 5 couture stores across Delhi, Mumbai and Hyderabad pre-merger has now become 8 in scale with the addition of 3 new S&N by Shantnu and Nikhil stores across New Delhi in 2020 & a fully functional omni enabled SAP driven e-commerce website along with it. We are now adding another Shantnu Nikhil couture ceremonial flagship store in the buzzing Ambavatta complex of Mehrauli, New Delhi this year besides adding our 4th S&N store in Gurgaon. We believe this is only the beginning of a vision that is much greater & global!
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