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As the designer duo get ready to once again showcase at NYFW, they reflect on their nearly two-decade-long journey in fashion.

Falguni Shane Peacock on dressing up celebrities and returning to New York Fashion Week

As the designer duo get ready to once again showcase at NYFW, they reflect on their nearly two-decade-long journey in fashion.

Designers Falguni and Shane Peacock are on a roll. From co-hosting the South Asian Excellence pre-Oscars party with Priyanka Chopra to attending a Diwali dinner at the White House and receiving the Shiromani Award at the NRI World Summit 2022 in Dorchester, the duo continues to celebrate important milestones. Over 19 years in the fashion industry, they've dressed countless A-listers across the globe, presented regularly on the international runways, and simultaneously conquered the Indian bridal market with their edgy aesthetic. From sharing their first-ever runway show with four emerging designers at Wills India Fashion Week to being a regular on the New York Fashion Week calendar, they speak to The Established to reflect on their journey and what is yet to come. 

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"There's more acceptance in fashion. It doesn't matter where you're from as long as the clothes are good."

Despite their late entry into the bridal market, the duo didn't feel threatened by the competition.

Despite their late entry into the bridal market, the duo didn't feel threatened by the competition.

Early beginnings 

In 2004, Falguni Shane Peacock showcased their first-ever runway show in Delhi. "We had a 9 am show on a Sunday that we shared with four other designers. People told me this is Delhi, and no one will come for an early morning show, but as newcomers, we had no choice," recalls Shane. As luck would have it, the show was an instant success, with Harrods and other international retailers buying the collection. It was then that the duo realised that their design sensibility had a global appeal. After a brief stint at Miami Fashion Week and LA Fashion Week, they decided to showcase in London. With the collapse of Lehman Brothers on the day of their first show there, London started on a shaky note. "Our PR agent was worried there wouldn't be any press and that no one would attend the show, given the circumstances. Nonetheless, it was good in a way because that made us change our aesthetics, and the next collection was a completely new take on the brand," adds Shane.


Consistency is key 

They turned into a more edgy label from resort wear, drawing influence from London’s culture. Staging international shows posed their own set of challenges. Each show would cost nearly one crore rupees with expenses including logistics, customs, insurance and transportation. Despite the hefty costs, Shane felt it was worth it. "We were doing very well–maybe it was the price point, but we were selling a lot of clothes. It gave us enough revenue to plow back into the business and continue doing international shows. Falguni always told me, 'It's not worth it, and it takes so much time,' but to get the attention, you must be present consistently," he says. 

“WE'VE BEEN SHOWCASING INTERNATIONALLY, WHICH HAD TO REFLECT IN OUR WEDDING WEAR–OUR BRIDE IS GLOBAL.”

–Shane Peacock

Soon enough, their designs captured the attention of well-known celebrity stylists. In 2010, at a press day in Los Angeles, singer Fergie's stylist contacted them to source a custom-made piece for her to wear for the performance at the FIFA opening ceremony. "We got on a call with Fergie and her stylist to understand exactly what she wanted. It was a big moment for us,  you know, being in India and speaking to a music icon who wanted us to create something for her," he reminisces. Since then, the duo has dressed some of the most prominent musicians in the world, including Beyonce and Britney Spears, multiple times–both for stage performances and music videos. After countless seasons in London, they moved to the New York calendar, where they were showing alongside industry heavyweights like Tom Ford and Ralph Lauren. Over a decade ago, Indian labels on the international runway schedule were a rarity. According to Shane, they were perceived differently by some members of the media. "Being the only Indian designers to consistently show at NYFW and LFW, acceptance took time, especially pre-social media. I remember one journalist asking me if we get tap water in India–it was a strange question. We were always looked at with preconceived notions; it was almost like, 'Oh, you guys are from a third-world country; let's see what you got.' The landscape has changed since then, and there's more acceptance in fashion. It doesn't matter where you're from as long as the clothes are good," he says.  

Shifting gears 

In 2015, they temporarily exited the New York calendar and instead decided to capitalise on the Indian market. "Everyone was talking about India, so we thought, why not relaunch the Indian line? The clothes were well received. We realised it has great potential and decided to focus on growing it," says Shane. After mapping out a five-year plan, the duo expanded their presence on home turf by opening stores in Hyderabad, Mumbai, Delhi, and one in Kolkata, opening soon. Bridal wear, too, was booming.

Despite their late entry into the bridal market–given that existing veteran names including Tarun Tahiliani, Sabyasachi and Manish Malhotra dominate the sector–Shane didn't feel threatened by the competition. Having shown alongside some of the world's biggest names in New York, he felt India was safe ground. Instead, he focused on creating their own signature for bridal wear as they were starting from scratch. "Initially, we followed suit and made a few traditional pieces, but that didn't match our design DNA. We've been showcasing internationally, which had to reflect in our wedding wear–our bride is global." Think cropped boleros exploding with ostrich feathers, a ballgown-esque lehenga choli, trailed lehengas, or even an unorthodox all-white bridal ensemble. "We were the first to make white wedding lehengas. The idea was initially questioned by the team because, in India, the colour is associated with funerals. But now, you see white trending amongst many Indian brides."

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"We were the first to make white wedding lehengas. But now, you see white trending amongst many Indian brides."

Big strides

After gaining a solid foothold in the Indian market, the duo will return to New York this September to present on the official NYFW calendar. As part of their build-up to announce their return, the couple has spent nearly two years actively hosting important events, including co-hosting the South Asian Excellence Awards at the Oscars with Priyanka Chopra earlier this year. Last year, they co-hosted a Diwali party in New York with a high-profile guest list that included Christian Louboutin, Anjula Acharia, Prabal Gurung and Kelly Ripa. But it didn't end there; they were also invited to the White House for Diwali, an important milestone for the couple. "This was a big deal for us–how many people get invited to the White House? A moment like this is one of the highlights of my career," says Shane.

Priyanka Chopra Jonas, in a Falguni & Shane Peacock ensemble, with Mindy Kaling. 

Priyanka Chopra Jonas, in a Falguni & Shane Peacock ensemble, with Mindy Kaling. 

Shane Peacock with Ram Charan. 

Shane Peacock with Ram Charan. 

So what can we expect for Falguni Shane Peacock's collection in September? Shane says it's going to be something out of the box. "I don't want to pick up where I left off–instead, I want to start a new conversation on what the brand will be about."

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