Founder of Papa Don’t Preach, Shubhika Sharma talks about breaking norms, experimentation in design and her latest collection ‘Mad Love’

 

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Her latest collection, ‘Mad Love’, represents everything the ace designer stands for — crafting stories through fashion. “This new bridal collection displays 15 captivating bridal ensembles and seven outfits for the groom — echoing the grandeur of iconic love stories that have etched themselves into the cultural fabric of Indian hearts,” Shubhika tells indianexpress.com.

One to not shy away from bold and extravagant designs, the designer says, ‘Mad Love’ is centred around the “unmissable feeling of being deliriously and hopelessly infatuated”.

“It’s a tribute to the emotions that bind us, the stories that move us, and the love that transforms us. Strong, unwavering emotions and bold colours are what the next generation of brides represents and that’s what this collection embodies as well,” she explains.

 

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Having named her brand Papa Don’t Preach based on the song by popstar Madonna, Shubhika feels that it is symbolic of what she wants to convey through her clothes — be bold and fearless.

“Non-conformity and an allergy to monotony is what we represent. We’re unafraid to use colours, prints, patterns and bold embellishments, and we look forward to steering away from the guidelines. Each collection aims at trying something newer than the last and we’ve carried that same spirit into our second edition of bridal couture,” she says.

 

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Besides bridal wear, her brand also caters to the ready-to-wear clothing and footwear segment. “I always say each Papa Don’t Preach design from ready to wear (RTW) to shoes to bridal is 100 per cent intentional, inventive, ethical and inspired by everything that isn’t real,” Shubhika says.

Talking about her motivation to start the label, the designer says to her, “true artistry lies in experimentation, and experimentation cannot exist without breaking the norm”.

 

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“This can be out of mixing vibrant colours or fostering a sense of inclusivity and diversity — everything comes down to fearless self-expression. I wanted to create a label that encourages people to feel powerfully authentic and confident enough to embrace their dynamic nature,” she adds.

When asked who her favourite celebrity to dress up has been, Shubhika says that it is incredibly tough to pick just one because it’s been the ride of a lifetime to watch her designs on the red carpet. But, if she had to choose one person, it would be Paris Hilton. “Her sense of style is so iconic that it felt really good to be seen and instantly loved by her.”

She also feels it would be a dream come true to dress up the former First Lady of the US — Michelle Obama — one day.

Her personal aesthetic also matches her brand’s design philosophy, which she describes as “classic silhouettes with vibrantly pronounced flair”.

On her fashion advice to others, she says, “There is no fashion without experimentation, which ultimately leads you close to who you are and who you want to be.”

 

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The iconoclastic designer believes trends are too restricting. “I don’t look out for trends. Instead, I use the creative design space to follow a mood,” she says.

Despite her resounding success and growing popularity among the masses, Shubhika still thinks that she “hasn’t made it yet in her career”, but this is what keeps her going!

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