Five Minutes With Shift’s Nimish Shah
What was the starting point for this collection?
“I imagine the Shift girl as one who is looking for transitional pieces from the Winter-Cruise collection. A girl who’s into tech, knows her fashion, travels solo, will probably only ‘dress-up’ if she’s asked to, and leans towards conservative dresses. That explains why we have the oddball velvet and metallic dresses. It’s a sensitive progression from our last collection.”
What did you find yourself experimenting with this season?
“We’ve sourced khadi from West Bengal, jacquard from a mill in Bombay and all our signature prints are handmade. There’s a red dress with antique lace details – it was something I bought from a Parsi lady almost 3 years ago. We’ve got a cross-stitched bird motif running through the line, for which we tapped a community of Bohri women – a group of housewives which takes up small projects like these, and works out of one of the member’s homes. They love spotting the clothes on models and celebrities!
The oversized jackets and suits are new territory for us, in that they’re more draped than tailored. Plus, we’ve got some bat-winged blouses. There’s a definite ’80s influence, overall.”
Which styles have drawn maximum interest?
“The first look from our line, the printed A-line dress has been popular. The bias cut skirt, in black, with an oversized top – which is also my personal favourite.”
Where did you shoot the lookbook?
“We shot this at Chalkewadi Windmill Farms (Satara), which was super beautiful. We started early, on a misty morning, and by 10 am it was flooded with bright sunlight. We all returned sunburned and sick.”
Also, tell us about the new Shift Home candles – what’s the story behind this brand new addition?
“The idea was to extend the sensory experience of the brand, through a signature fragrance. We’ve been developing these over the course of the year, through focus group tests, testing in various environments, sampling various combinations of wax, just to be able to score it objectively.
The packaging was inspired by traditional ledgers, used by accountants. The candles were released around Diwali, and it just tied in with the idea of starting the new accounting year (of the Hindu calendar) on a positive note, with a sense of celebration and positivity.
The name ‘Kharif’ comes from winter crops, which signify a change of season. In a larger sense, it was our nod to winter.”
Find Shift and Shift Home at Le Mill