Papa Don't Preach by Shubhika

Papa Don't Preach by Shubhika is an Indian fashion label founded by designer Shubhika Sharma. It makes bold, embellished fusion wear, from half lehengas and pre-stitched saris to footwear and bags.

What is Papa Don't Preach?

Papa Don't Preach by Shubhika is an Indian womenswear label created by designer Shubhika Sharma, who describes herself as the brand's Chief Fashion Officer. The label is known for a rebellious attitude that mixes Indian craftsmanship with Western styles, a philosophy Sharma sums up as fun through fusion.

Products and positioning

The label reworks classic silhouettes with heavy embroidery and bold colour. Signature pieces include half lehengas, dhoti jumpsuits, embellished babydoll dresses and pre-stitched saris. It also makes headpieces, shoes such as its sneaker stilettos, and bags including the Spidey bag, alongside resort and festive wear. It has also worked on licensed collaborations, including a Garfield collection with Viacom18 Consumer Products.

• Festive and bridal fusion wear
• Footwear and bags
• Head accessories

Distribution

The label sells through its own boutique and through stockists, which have driven growth in the United States. Its pieces have been worn by Katy Perry, Chrissy Teigen and Mindy Kaling, and the brand has built a following among clients in Dubai.

Why it matters

Papa Don't Preach shows how an Indian designer label can reach an international, younger audience by playing with wedding wear conventions and building its identity on Instagram.

Frequently asked questions

Who is the designer behind Papa Don't Preach?

Papa Don't Preach was founded by Indian designer Shubhika Sharma.

What does Papa Don't Preach sell?

The label sells embellished fusion womenswear such as half lehengas and pre-stitched saris, plus shoes, bags and headpieces.

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