In a tête-à-tête, Sayoni Bhaduri with Mandeep Nagi, design director of Shades of India, speaks about her company, design philosophy and the growth of Indian textiles.
It’s been a little over 20 years since Shades of India set foot in the fashion and textile space. The brand which is the brainchild of Mandeep Nagi and David Housego has a distinct vision for Indian textiles which combines contemporary designs with the inspiring workmanship of traditional craft. Textured fabrics, the unique use of colours and innovative treatments of surfaces, are some of the many reasons the brand has made a mark for itself, both in India and abroad.
This unique vision has won Shades of India multitudes of awards including the best product awards at shows in Paris and New York. Nagi herself is a three-time winner of the Elle Decor Design Award in India for fabric. Apart from their easy-to-wear yet contemporary clothing line, Nagi and her team introduce an extensive home collection twice a year which is designed and executed in-house. In 2012, they opened the door to their first stand-alone retail store in New Delhi; it has become a go-to shopping destination for the city. Their product ranges are also available over 20 outlets in India including through Good Earth stores and the e-commerce site, Jaypore.
Shades of India has also been a medium of social change. At the Lakme Fashion Week Summer/Resort 2017, the brand had young girls from Mumbai’s red light areas as models to showcase their apparel range. Prior to that, the brand hit the limelight when they had Kamla, a 28-year-old who earned a living as a domestic help, as a model for their apparel. Always looking to push the envelope it has been an enriching for Nagi as she shares a glimpse into her journey with Shades of India.
WHAT IS THE STORY OF INCEPTION OF SHADES OF INDIA?
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