From her backless cholis to Aishwarya Rai wearing her award-winning Anarkali, Payal Singhal in 25 years of business has been consistent leaving theatrics to greenhorns, adopting practicality for survival.
By Asmita Aggarwal
Payal Singhal completes 25 years in the business of fashion, and if there is one designer who truly understands finances, it is the Mumbai-based guru of the “backless choli”. Her latest collaboration has been with the American sneaker company End State, that unfortunately could not be launched in India (due to laws changing) but is being sold in the US for $250. Designing the kicks with Stephanie Howard, ex-Nike designer, Payal says technology is the future as this one comes armed with a 3-chip futuristic approach.
It is NFC based, interestingly they reached out to her, seeing her fan following (earlier they have collaborated with artists and musicians). “The shoe was a crossover between the East and West, June it was launched in the US, now sold online,” says Payal adding, it was inspired by Adivasi tattoos and she added her signature mukaish work, trying not to make it too Indian but global. You add brushed gold to this and you have a unisex sneaker.
That’s not all. She has associated with Coach, also Namrata Lodha for hats inspired by the wheat farmers in Madhya Pradesh, she makes a line of kids wear, home, jewellery, resort wear as well as menswear, her portfolio is large and impressive. When she looks back, it is only resilience that helped stay afloat, keeping her head down and working, admitting “my career is not based on the luck factor” but a gradual graph upwards.
She has survived covid, demonetisation, GST, and bad markets only to learn from those upheavals. “Innovation is the core of my brand; you cannot stick to a formula and make it work. I get bored easily, I need to be creative with my craft,” she adds.
Twenty-five years is a long time to survive in the industry, when she started making Indo-Western with backless kurtas, to add sensuality, clients asked her “where is the back?” From 20-year-olds her customers, who spend more money than brides, Payal each season looks for excitement and freshness abandoning the complacency that comes with success.
This year like always, there will be hallmark pieces—prints, fusion of art and architecture, shapes deconstructed and you cannot term her prints quirky or pretty.
The backless choli remains her clients go to, and thus has been copied extensively too, the tasselling work added a new dimension to it several years ago when she started. “Luckily, I didn’t make any big errors, went slow, and sustained even during covid. We are self-funded, but tangibility and freedom helped us,” she adds.
Payal has been a conservative businesswoman, never wanted to show off, flew under the radar, didn’t plan on opening a 10,000 feet store, when you visit her stores, “it is like having a chat with friends, not imposing or intimidating”.
In 2005, she had a store in New York, which she shut down, even though she is the queen of collabs, she hasn’t ventured into the already crowded beauty segment, but came close to doing it. At 47, there is clarity of vision, every piece she wants to channel functionality and comfort. “Clothes should not be fussy, but easy, and clean, so repeatable. I always tell myself keep your eye on the prize, focus always works, and do not be in a hurry,” she adds.
The LFW XFDCI line is a subtle nod to the 25 years, the first outfit showcased was the one she made, and won, for being the youngest designer in a Shopper’s Stop competition she took part in. “I was 15 years old, it was a national contest, the katarva cotton weave with a shadow effect won me the honour. Aishwarya Rai Bachchan has worn the winning Anarkali, I remember,” she laughs. There is nostalgia in the show, subtle panels of zardozi in gold, silver, and black, Mughal motifs. “My dad was an exporter and the biggest lesson he gave me was practicality,” she adds. Though Payal has no appetite for theatrics, “storytelling is important but I have done it without it,” she grins.
The line is just in time for the festive season — extensive gotta-patti, creamy whites, tone on tone, ghungroos for embellishment!