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Published
Jun 27, 2022
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Papa Don’t Preach by Shubhika launches digital-exclusive collection, NFTs to come

Published
Jun 27, 2022

Womenswear brand Papa Don’t Preach by Shubhika has launched a digital-exclusive occasion wear collection and is preparing to launch its designs as NFTs. The brand is also gearing up for several international events. 

Papa Don’t Preach by Shubhika is known for hand embroidery and wanted to translate this into a digital creation - Papa Don’t Preach by Shubhika- Facebook


The brand’s debut Metaverse collection translates its signature hand embroidery into the digital realm. To create the virtual line, real garments from the brand’s ‘Nazar Na Lage’ collection were sent to Delhi-based Metaverse production business House of Krifin which 3-D scanned each element of each piece and digitised the clothing to create 360 degree virtual garments and accessories. These were then used to dress a digital model for the virtual reality fashion show. 

“We started working on this collection seven months ago- when we were launching ‘Nazar Na Lage’, our trans-seasonal festive/couture line,” Sharma told the New Indian Express about the digital line’s inception. “Samridhi [Shoor], director and CEO of House of Krifin, was keen that we put up a collection that is Indian yet modern and understandable for international audiences. So, we picked eight of our bestsellers from ‘Nazar Na Lage’ to showcase our signature silhouettes, embroideries, and colours. To my knowledge, we are one of the only designers world-over to have done a Metaverse show for embroidered garments- something our brand is known for.”

The brand has created NFTs for each of the looks from the collection and is waiting for the right time to launch them. “NFTs are in a slump right now, so we are waiting for it to pick up and for the overall sentiment to rise,” said Sharma. “Then we will mint our NFTs… We have not made it accessible yet; we are looking for the right time.”

The brand also has a number of international events coming up. As Paris Couture Week kicks off in the French capital on July 4, the brand will hold a pop-up shop in Paris during the same week to present its latest designs to an international market. The brand has also been scheduled to headline South Asian New York Fashion Week in September, with more details to follow soon. 

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