Shantanu & Nikhil launch first collection for new brand S&N on new e-commerce store

By

Isabelle Crossley

Published
Aug 24, 2020

Design duo Shantanu and Nikhil Mehra have launched the first collection for their new ready-to-wear label ‘S&N’, entitled ‘The March’, online via a new integrated e-commerce store.

As Shantanu & Nikhil celebrates 20 years in the Indian fashion industry, the brand has officially launched its new label S&N. Launching in tandem with Shantanu & Nikhil’s new remastered e-commerce site, S&N has also launched in-store at the brand’s outlets in DLF Promenade and DLF Avenue in New Delhi.

S&N’s maiden menswear, womenswear, and accessories collection, The March, presents a wearable take on Shantanu & Nikhil’s signature polished tailoring and is geared towards a millennial audience. Leather hand-harnesses, military inspired jackets, and dark hues present a minimalist, androgynous aesthetic that is steeped in Indian design heritage. The collection covers day wear to wedding wear and is positioned in the bridge-to-luxury segment of the market.

“This brand was subconsciously born in 2016 when we showcased our first patriotic chic line The Cabinet Mission,” brand co-founder and CEO, Shantanu Mehra, told Elle India about the launch.

“What followed was a series of nostalgia meets modernity kind of storytelling on the runways that pretty much set the new direction for Shantanu & Nikhil as a brand from there on. We have only just given it an identity in 2020 and carved it out from the couture umbrella and democratised it through functionality and accessibility.”

As Covid-19 has done much to elevate the importance of e-commerce for Indian consumers, the brand also took the opportunity to revamp its online store, which now features dedicated sections for its mainline and new brand S&N.

“Today, we have a platform where SAP integrated data and technology talk to each other in its quest to bring consumers closer to the brand and its overall experience as an omni channel network,” the design duo told Vogue India about their new e-commerce store.

“We would continue to evolve around this vertical by further introducing artificial intelligence in order to make the consumer experience even more nuanced.”