One of the most well established pairs of designers in the industry, Shantanu and Nikhil Mehra bring together the perfect blend of creativity and business. Both the siblings studied and worked in USA before returning to India and launching their label in 2000.
While Nikhil is the creative mind between the two—having completed his Masters in Fashion from Fashion Institute of Design & Merchandise (FIDM) from Los Angeles—Shantanu manages the business aspect, having done his MBA in Finance from Ohio State University.
The couturiers are known for their philosophy of ‘Progressive Unification’ beautifully crafting together the elegance of Indian culture with fleeting modernity.
In 2010, they became the only Indian designers in the world to collaborate with Adidas. Their interest and expertise in sports design is much coveted. They also went on to design the iconic Mumbai Indians jersey for the Indian Premier League (IPL). In 2014, these versatile designers diversified into the burgeoning space of interiors.
Their brand loyalists include Amitabh Bachchan, Serena Williams, Sania Mirza, Hritik Roshan, Kareena Kapoor Khan, Sonam Kapoor, A.R.Rehman, and Priyanka Chopra.
Excerpts from the interview:
Sohila: It has been 19 years since you launched the brand, you've been called the Masters of Drape and also the only Indian contemporary designers--it's been a long journey. What was the a-ha moment?
Nikhil: In design, you have a lot of a-ha moments. But the turning point for us was when we introduced the menswear kurta with a drape. It was actually borne out of sheer frustration of seeing men wear loose kurtas. There was almost no silhouette and it didn't seem like men cared about it. But Indian men care. When we did the drape kurta it was truly an a-ha moment; it still is because it has continued for four-four and a half years. It is been fantastic. We've seen a whole new generation of men walking into our stores and speaking their language through clothes.
Shantanu: Our narrative of making the Nehru collar look sexy and younger—that evoked nostalgia among the young millennials—was also one of our defining moments where we could narrate stories around menswear.
Sohila: Let's talk a little bit about linen.
Nikhil: It's definitely the most likable fabric in the world. And as you see the climate changing, the value of linen goes up hundred fold. Also, today most people are looking for happiness and happy colours come from linen. I think linen for us is an emotional fabric, and we are in the most emotional country in the world.
Shantanu: India is fast waking up to how beautiful this fabric is and how durable it is; even from an occasion wear perspective.
Nikhil: Up until now, we were looking at cotton, but this is the luxury version of that lifestyle. And the consumers are aspiring to move up the ladder; and linen is right on the top.