02 December 2021, Mumbai:
“The new, independent India is who we cater to”: Designer Nikhil Mehra on the new Shantanu & Nikhil flagship store in Mehrauli. The fashion house's largest retail store launches in Delhi today, with a curated evening of celebration that includes a performance by opera singer Pallavi Sethi.
Most retail stores–even luxury ones—are conceptualised as commercial spaces. But the new Shantanu & Nikhil flagship space in Mehrauli is anything but that. Nikhil Mehra—one-half of the design duo—describes the ethos behind the new store as an artist's homecoming.
“It takes a sense of belonging back to India. This store is a walk-through of the artist's home, and an introduction to his being. It's not a typical retail store, but more a space that captures the artist's sense of belonging," says Mehra, who admits to choosing Delhi's historic Mehrauli because of its proximity to “one of the most beautiful monuments in the world,” the Qutub Minar.
The fashion house recently announced a partnership with Aditya Birla Fashion and Retail, in a move that saw the duo launch a “ready-to-wear, bridge to the luxury label called S&N, that allowed us to open four retail stores in the last year, and we are looking at opening more in the coming few months,” explains Mehra.
The pret version is very much an extension of the brand's couture label, which is a deliberate move that Mehra says was done, “so that the customer doesn't feel cheated.
While the couture label is more textural, or surface ornament-based, S&N is more about silhouettes in lots of fabrics that have been developed for the brand.”
Vogue.in (The news article has not been edited by DFU Publications staff)
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