Bhaane appoints Nimish Shah as new creative director

By

Isabelle Crossley

Published
Sep 26, 2018

Bhaane, the streetwear inspired clothing brand run by Anand S Ahuja, has just appointed the designer Nimish Shah as its new creative director and he will take the role while still running his own brand, Shift.

Shah will move to New Delhi to take on his new role as creative director of Bhaane. “The conversation started a few weeks ago and it all moved very fast,” Shah told Vogue India. Shah will continue to run his near decade old brand Shift in tandem with his new role.

Ahuja said about his label’s new direction: “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.” The brand will retain its current team of product development, womenswear and menswear professionals who will now work with Shah.

“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,” said Shah. The designer’s new vision for the brand includes collaborations with musicians and artists. “It may not always be a direct translation into a product but it could be about enhancing user experience.”

The brand recently opened a store in Mumbai’s Bandra district as part of the Veg Non Veg sneaker store, also run by Ahuja. Entrepreneur Ahuja has been in the public eye since his marriage to the Bollywood celebrity Sonam K Ahuja (née Kapoor) and the couple have come to be known for their complimentary clothing styles.