Known for turning heads with their out-of-ordinary designs, Papa Don’t Preach has created a niche for themselves in dressing contemporary Indian brides. Founder Shubhika Sharma shares with us her design philosophy.
ELLE: What inspires you creatively?
Shubhika Sharma (SS): Design inspiration for me is constantly evolving. It has become quite individualised to my experience and revolves around what excites me right now. That is how I look for something new, something that connects with me on a deeper level. To me fashion is fun and art, with a focus on evolving from mistakes. I integrate mistakes that I make or my karigars make into the process and incorporate it into my designs. By incorporating these imperfections, I aim to create a unique and engaging experience for my customers.
ELLE: Tell us about your vision behind your new Summer Siren line.
SS: Summer Siren aims to embody the summer season, catering to brides planning destination weddings. The collection features vibrant, easy-to-pack outfits like puff-sleeved blouses, flowy trousers, pantsuits, and half-lehengas, together telling a playful, fun, and bright summer story.
ELLE: How do you continue to build your design repertoire?
SS: I read a lot, and I think words have always been the fuel for my creativity. That’s why the brand name also comes from a song. It originated from the meeting point of music and lyrics. Rebellion is the key ingredient, and I think exposure to art, travel, and culture is essential. What has been a game changer is the awareness that I gained with age. Experience has opened up ideas and improved communication.
ELLE: What makes your brand globally relevant? What can we expect from Papa Don’t Preach in the coming years?
SS: To remain globally relevant, content should be rich in pop culture, engaging people, fashion and art. This can span boundaries and time zones, creating intimacy and relating to others. The brand aims to enter the US market, opening up for young Indians, because we get so much love from there. We also plan to introduce our western pret line PAPA, with 100% vegan and PETA- approved accessories
Find ELLE’s latest issue on stands or download your digital copy here.
