TNIE gives you an exclusive interview with designers Deepak Shah and Pooja Shah. The carefully hand-reared baby of designer Deepak Shah, More Mischief, completes 25 years this year. The two have turned the brand into a global brand, not to mention making it a favourite of celebrities, athletes and hip-hop royalty alike.Their views on…
Fashion
Deepak: Fashion trends keep evolving but it is imperative to add a touch of personalisation to every wardrobe. My patrons will never be spotted varying replicas of the same outfit because of the detailing I add to each outfit. I make it a point to personally overlook the colour, design and cut of every outfit , which is tailor-made to suit the personality of the wearer. We’re so product-focused we want it to feel luxury to the person that pays that money.
Pooja: I am inspired by the idea that everyone can move forward in life through style and etiquette.
Competitions
Deepak: I never regarded competition as competition as my designs are exclusive. Every designer’s piece depicts a signature style individualistic to the designer.
Pooja: Today it’s all about events, hoardings, celebrity endorsements, magazine covers, in-film placements as many consumers today have a distorted view of fashion. But I’m glad our brand has not been affected by this insensible rat race.
Working together
Deepak: We’d love to. Her creativity and eagerness are her win-win traits which my clientele looks forward to. Two hands are always better than one. Atleast I’m thankful to God I have a trusted partner in business.
Pooja: I focus more on modern fashions whereas my father dotes on vintage styles and we meet at a common decision thereafter for the final look.
The signature silhouettes
Deepak: Jackets and kurtas. Spring Summer 2013 collection showcases sport and safari styles of jackets, tailored clothing in the form of single and double-breasted sport coats, kurtas and sherwanis in versatile materials of knits, denim, silks, light velvets, suede, voiles, and metallics and the modern man’s version of a classic tux with a focus on clean construction and architectural shapes.
Clients
Deepak: More Mischief is labeled a Bollywood fashion brand inspite of us not having A Listers as our ambassadors. I’m quite surprised with the loyalty our celebrities exhibit towards the brand since 25 years now. Suniel Shetty, Ajay Devgn, Jackie Shroff just make a phone call and in the next 24 hours our pieces are delivered. We understand the pulse of our clientele.
Future Plans
Deepak: We have recently opened a store in Dubai which defines our presence as a category creator in the industry and will be launching a debut global fashion concept called Backstage in Pune under the leadership of my daughter Pooja.
Pooja: Backstage, however, will be my solo project. I wish to take More Mischief to greater heights with stores in Paris, New York and London.
More mischief is located at Taj Deccan, Road no 1, Banjara Hills.
