“The conversation started a few weeks ago and it all moved very fast,” Nimish Shah tells us, pleased about his new appointment as the creative director at Bhaane—the cool kids clothing label by entrepreneur Anand S Ahuja. Ever since tying the knot with Sonam K Ahuja, the fashion couple is on a mission to evolve the premium high-street label focused on street culture and normcore aesthetics. First came the launch of the sneaker store Veg Non Veg and Bhaane’s outlet in Bandra, Mumbai, and now, the attention is on crafting a defined fashion identity for the label. “Bhaane is an evolving brand with a contemporary vision. Both Nimish and I are aligned in this vision and excited about the opportunities our market has to offer,” said Anand S Ahuja.
Shah will be moving to New Delhi to assume his new responsibility while remote-operating his own minimal—on occasion fuelled by whimsy—decade-old fashion label, Shift. Bhaane comes with a dedicated team of professionals that specialise in product development, womenswear and menswear. “Bhaane has a great team of cherry-picked industry professionals that have been doing a great job thus far. The idea is to make a focused noise on what Bhaane means,” Shah tells us. His vision for the label is a 2.0 version of Bhaane, tailored to taste of the millennial customer. “We have seen industry evolve in the last 10 years or so. The consumer is looking for a more conscious product.” To Shah, this means more collaborations with artists, musicians and putting the spotlight on the subculture Bhaane stands for. “It may not always be a direct translation into a product but it could be about enhancing user experience.”
In a statement on the new step for the label, Sonam K Ahuja said, “I have always admired Nimish’s design and aesthetic and worn his creations frequently over the years. His penchant for cool vintage and finesse in fashion will expand Bhaane’s rationale while still exciting our loyalist.” Bhaane will continue to maintain its accessible price points while putting out an evolved product. The possibility of showcasing at a fashion week, too, is not entirely outside the realm of possibility.
Will the new Bhaane under the helm of Nimish Shah be India’s answer to a cult favourite brand?
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