As leading fashion house Payal Singhal successfully expands beyond fashion into a desirable lifestyle brand, the accomplished and esteemed designer shares insights into her key goals.
By Nichola Marie
What is your reading of the current fashion scene in India?
The current fashion scene in India is a rich blend of tradition and modernity, with designers exploring new ways to reinterpret India’s cultural heritage while embracing global trends. There is a strong focus on sustainability, handcrafting, and local artisanship, all of which blend with contemporary silhouettes and styles. Fashion is evolving to be more inclusive and diverse, with a growing appreciation for gender-fluid fashion, size inclusivity, and eco-friendly fabrics.
The Payal Singhal fashion house was established in 1999. What has been its emphasis over the years?
Since its inception in 1999, the Payal Singhal label has emphasised contemporary Indian wear that balances global aesthetics with Indian craftsmanship. Known for marrying traditional embroideries and textiles with modern, wearable silhouettes, my brand has championed fusion wear. Over the years, Payal Singhal designs have reflected an emphasis on versatility and comfort, making them suitable for festive occasions, weddings, and everyday wear.
What are some of the milestones that highlight its growth and success?
Some of our milestones highlighting the label’s growth and success include:
Fashion Week debut: Payal Singhal has been a consistent name at prestigious fashion events such as Lakmé Fashion Week, where I have unveiled my seasonal collections, garnering widespread media attention and a loyal celebrity following.
Celebrity endorsements: My designs have been worn by Bollywood celebrities and influencers, which played a major role in expanding my reach.
Global presence: The brand’s expansion into international markets, with retail stores and partnerships in the US, Middle East, and UK, marks a significant milestone in its global appeal.
Collaborations: Successful collaborations with brands in lifestyle categories, such as furnishings and accessories, have solidified the label as a multidimensional brand.
What is the quintessential #PSGirl like?
The quintessential #PSGirl is stylish, someone who appreciates a modern interpretation of traditional fashion. She’s confident, independent, and embodies a chic, easy-going vibe. The #PSGirl gravitates toward pieces that allow her to blend heritage with contemporary cool, emphasising versatility and individuality.
Tell us more about how the brand is growing into a desirable lifestyle brand with a presence in new areas.
The Payal Singhal brand has successfully expanded beyond fashion into a desirable lifestyle brand. The brand now includes a range of products such as home decor, accessories, sneakers, jewellery, tech accessories and more. The emphasis on creating a lifestyle that blends fashion with daily living is visible in collaborations for home furnishings and art-inspired accessories. This expansion reflects the brand’s vision of a full-fledged creative universe, where its signature design language permeates different aspects of life.
You hail from a family whose interests in art and design go back generations. Do tell us more about your creative background.
Coming from a family deeply entrenched in art and design, I grew up surrounded by creativity. My father, Dinesh Singhal, was a designer and entrepreneur who launched the first western wear retail chain store in India called London Fashions while my grandfather, JP Singhal, was a renowned artist and portrait photographer known for his work capturing the various Adivasi tribes of India on his canvas and capturing actors from Saira Banu to Katrina Kaif via his lens. This rich heritage of art and fashion deeply influenced my design sensibility. Being raised in this environment nurtured my instinct to blend artistic creativity with commercial viability, a hallmark of my career as a designer.
It is said that you were just 15 when you created your first couture look. What was that experience like?
Yes, in 1992 when I was just 15 years old, Indian retail giant Shoppers Stop launched with a national design contest, open to everybody for the coveted title of Designer of the Year. I sent in my sketches and, much to my shock, I received a call that I had made it through the first round and to make the garment to send it in for judging at a show. The fashion show was held at the Raheja bungalow in Juhu in 1992. Aishwarya Rai was wearing the garment I had designed and I was announced as the winner of the contest! And that’s how I had my first award-winning designer look at the age of 15.
How did your education in fashion at SNDT, as well as Parsons School of Design and Fashion Institute of Technology, hone your skills and widen your perspective?
My formal education at SNDT, followed by Parsons School of Design and the Fashion Institute of Technology in New York, honed my technical skills and exposed me to global fashion dynamics. At Parsons, I developed a keen sense of understanding Western fashion trends, while my time at FIT gave me a business-oriented approach. These experiences widened my perspective and allowed me to bridge the gap between Indian craftsmanship and international style sensibilities.
What has been your personal focus as a designer and entrepreneur? Do also shed light on challenges you might have encountered.
As a designer and entrepreneur, I have focused on creating collections that cater to the global woman who values a mix of tradition and modernity. My personal design focus has been on versatility, allowing my pieces to transition across occasions seamlessly. The biggest challenges I have encountered revolve around evolving market trends, especially balancing creativity with commercial demands and maintaining the brand’s signature style while expanding into new markets and products.
What are some of the goals you are working towards?
Looking ahead, I aim to expand my brand’s global presence and further solidify its place as a lifestyle brand. I am working toward collaborations in international markets and plan to delve deeper into sustainable fashion practices, continuing my exploration of craftsmanship. Another key goal is to create a stronger digital presence and enhance the direct-to-consumer experience, blending technology with fashion.
