Having grown up in a culture that valued fashion, movies, and the arts, Payal Singhal’s creativity was ingrained in her DNA. Known for designing clothes for the well-traveled and fashion-forward woman, she doesn’t hesitate to cross boundaries sartorially. She is now gearing up for a store opening in Delhi, adding another feather to her already decked cap.
Situated at the heart of Dhan Mill, the fashion district of the capital, it retains the classic PS aesthetic but offers a contemporary new twist. We recently caught up with Payal Singhal for a candid chat to discuss her new space and the relevance of brick and mortar stores in her opinion.
ELLE: Kindly take us through the decor and spatial design of your new space in Delhi.
Payal Singhal: The 800 sq. ft store in Ogaan’s gallery space in Dhan Mill has been dressed in a signature touch that is true to the world of PS — blush pink and rose gold accents, a Payal Singhal X Marshall’s PS print wallpaper, and soft vintage décor that ties this store to the brand’s three stores in Mumbai as well.
ELLE: In your opinion, what’s the importance of brick and mortar stores in 2023?
Payal Singhal: As our world gets more digital, I think physical touch points are becoming even more important. Especially when it comes to fashion and couture, the tangible experience of seeing the clothes and embroideries up close, feeling the fabrics, and trying on silhouettes cannot be replaced. A clothing and lifestyle brand like ours cannot exist purely online. Offline and online have to complement each other – one can’t do without the other.
ELLE: What is the Delhi customer like? What are their preferences and spending capabilities in comparison to your Mumbai clientele?
Payal Singhal: We design clothes that have a global, borderless appeal, so our clients across cities have a similar aesthetic, one that makes them resonate with our work. Be it Bombay, Delhi, New York or Dubai. The one difference I would say is is that Delhi is big on celebrations, and have occasions to bring out their festive wear. Bombay is more casual in comparison, and prefer a softer colour palette as compared to Delhi’s penchant for brighter colours.
ELLE: If you could open a store anywhere in the world, which city would it be and why?
Payal Singhal: I would love to reopen my store in New York. Back in 2005, we were the first Indian designer brand to open a store in New York, with an outpost in Gramercy Park. It was a concept ahead of its time, and we’d love to bring it back soon.
ELLE: What next in store for Payal Singhal? Any new projects/ collections we should keep an eye on?
Payal Singhal: As always, there’s always a lot going on at the PS HQs. New collections and collaborations coming your way, you’ll just have to keep an eye out for them!