Fashion forward

Fashion forward

Chic style

Fashion forward

After she moved to Dubai, Shruti Nijhawan started missing the shopping experience of New York, where she used to study at the Parsons School of Design.

Her designs were represented at luxury department store Lord & Taylor, next to the likes of renowned designers like Vivien Westwood. In Dubai, she soon realised that the city had plenty of outstanding evening wear options but the stores lacked the quality contemporary clothing at ‘marked down’ prices that she was used to while living in the Big Apple.

That is when she decided to launch her label, SoShru, along with her husband, to offer chic ensembles. Nijhawan, who has designed for brands like Liz Claiborne, DKNY and Ann Taylor, has now entered India through an online platform.
In a freewheeling chat with Shilpa Raina, she talks about her label.

What led to the creation of SoShru?

From designing haute couture that hung next to Westwood, I decided to create a brand that would reach a wider audience and a market beyond the closed doors of the super rich.

What were the initial challenges you faced in Dubai?

There is a lack of marked down fashion in Dubai, something you see in plenty in New York city. Which proves that you don’t have to spend big bucks to wear fashion that is not only affordable but also high quality and well designed!

What is the brand’s philosophy?

The brand style comprises effortlessly chic, modern, feminine and elegant pieces that can be worn straight from the beach to dinner.

Why did you decide to bring the label to India?

I love India. It is full of passion and fashion that is at par with international standards. I wanted to be a part of it and that too from the front line. I also had an impromptu trunk show in Delhi where we sold out within hours. So I knew the market was perfect.

Why did you choose online platform to retail here?

The great thing about being an e-commerce brand is that we have such a strong and large reach globally. Apart from being available online, we are also looking at a few stand-alone boutiques that stock brands and accessories that mirror our style.

How different is the Dubai market from India?

When it comes to affordable luxury that is not only well priced but also offers quality fashion, there is no difference. In this market too, everyone wants the same thing.

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