The ready-to-wear sub-brand made its debut back in 2020, and has, since then launched two stores in Delhi, in DLF Avenue Mall in Saket and DLF Promenade Mall in Vasant Kunj.
The new flagship store in Mumbai which opened on May 28, is the duo’s 12th store in the country. Choosing to keep the clothes as the main focus of the store, the interiors follow a minimal aesthetic, doused in hues of grey, with geometrical motifs inspired by the brand’s signature tape details. Loyalists of the brand might even recognise the dynamism of patterns inside the store which replicate some of the brand’s popular silhouettes.
The main highlight of the store is the S&N collection, a natural extension of the designer duo’s couture line. The collection is an amalgamation of Indian heritage and contemporary design. It prides itself on being anti-trend and India proud.
The S&N store extends the brand’s signature, in pared-down smart designs fit for millennials and Gen Z. The S&N Mumbai store carries a range of silhouettes that are apt solely for millennials in the city. Here, you can expect to find pieces like shirts and neo-contemporary jackets for men, corset tops and chic denim dresses for women. Each piece of clothing in the store has a promise of heritage along with a spark of millennial spunk.
In a conversation with LuxeBook, the designer duo Shantanu & Nikhil spoke about their new store, their definition of luxury and plans for the future.
Can you tell us about the new store?
In a span of two years, this is our 12th door which is to be opened. The store is like a contemporary living embodiment of the S&N design virtue and the man and woman itself. The store provides an immersive experience which gives an insight into our brand ethos and the philosophy we advocate. This state-of-the-art space is curated keeping in mind the experience our Mumbai Brigade will receive at our arena.
What does luxury mean to you?
Luxury is for us sheer indulgence. It should be like an experience from the point you select a piece to the point you open the packaging. Luxury should encourage feelings of guilt-free reward and motivation to work harder for the same.
One business advice you would give to the next generation?
There is no straight road to success. Don’t fall for the rules, be fearless. Play your own game and take the lead.
What are your plans for the future?
We have opened 12 stores of S&N by Shantanu Nikhil in the span of 2 years only. With the way we are expanding and leveraging the corporatisation benefits, it only makes sense that we carve our way through a much larger audience. We are aiming to make the brand more accessible for the Tier 2 cities now. The objective is to expand the brand via a 360-degree approach and yet retain the core ethos of the brand.