FOR THE LOVE OF POP HUES

Shubhika Sharma has dressed the likes of Shraddha Kapoor, Paris Hilton and Mindy Kaling, but she credits her everyday clients, who dare to be different, for the 'unconventional' tag her label enjoys. The founder and CEO of Papa Don't Preach shares what sets her designs apart.

- SHRADDHA CHOWDHURY

Brides Today: There was a time when pastels and quirky would have been unthinkable for bridalwear, but you made it happen. What made you sure designs like half-lehengas, sneaker stilettos and dhoti jumpsuits would work?

Shubhika Sharma: It was not a thought-out strategy. Luckily, when I was creating my brand, it was in the pre-Instagram era. As much data wasn’t thrown at you, there was room to be who you wanted to be and create art that was an extension of you. As a creative person, I consider it my responsibility to put out things that I think will add beauty, excitement and storytelling to the world. This, instead of strategising on what could sell. Papa Don’t Preach is an extension of my personality, and rebellion is part of our DNA. That was the origin of our colours and designs.

BT: ‘Unconventional’ is a word that follows PDP around. Is that how you’d describe your brand, or is your train of thought a little different?

SS: I believe the people who are attracted to Papa Don’t Preach are unconventional—they aren’t afraid to stand out in a world full of trends. If you look at the West, there are trends like Barbiecore, mermaidcore, etc, which make everybody look like clones of each other. To me, that’s the conventional way of thinking. But the people associated with PDP help me define “unconventional.” I don’t think my designs set out to be that way; it’s the people who have the confidence to stand out.