PAPA DON’T PREACH

Born in 2010 in the pulsating city of Mumbai, PAPA DON’T PREACH – true to its name, brought to the world an unapologetic rebellion with a sense of humor and riotous play.

We rose to prominence chasing a vision to infuse innovation and consciousness into everything we create. This materialized into an ever-expanding repertoire of luxury, RTW, and bridal couture alongside an award-winning line of accessories.

The crucible of our designs seeks out intentionally unconventional styles and trans-seasonal collections that don’t subscribe to an almanac of fleeting trends. We extend our creative non-conformity to mirror the standards of 100% inclusivity in gender, race, sexual orientation, and size. Wherever our clients find themselves on the spectrum of humanhood, we want to meet (and dress) them there.

Designer & Creative Director Shubhikha Sharma was a student of journalism, but her heart was always in fashion. Her social conditioning veered towards careers that were conventionally known to “make a difference.”

Stitching, sewing, and self-expression through textiles is where her mind went when it wandered. Her first brush with the fashion industry was at 19, when she managed a boutique alongside her education. At 23, she opened the doors of Papa Don’t Preach to the world. Although it was originally envisioned to be a high-street fashion brand, Shubhika pivoted the business model to reflect the needs of the Indian market and ‘do as the Romans do.’ Shubhika’s fresh spin on the playful side of Indian silhouettes is now globally renowned for the way that the brand dismantles rigid design guidelines and shines a light on contours of contrasting elements.

After a conscious decision to drop the “women’s” wear and size labels from their brand identity, Papa Don’t Preach became recognized for its ‘creative rebellion’ by those who thought that being free to be 100% yourself was anarchic. The question of how fashion can make a difference turned into a quest. Armed with a spirit for storytelling and led by a pure desire to create cruelty-free, ethically-made ensembles, Shubhika harnessed the brand’s values of inclusivity and equality and extended them into multiple campaigns, productions, and initiatives that prioritize and embrace a gender-free, multi-racial, and size-friendly lifestyle.

The freedom that fashion grants you can be used to empower, express without fear, and dissolve boundaries. That is the ideology that made Papa Don’t Preach what it is today. An ode to an unconventional, multidimensional existence.

CONTACT: ALEXANDRA@THEGOODSIX.COM