It’s been a while since we’ve done a Pop Quiz, but this one is definitely worth the wait! Up-and-coming Toronto/Mumbai designer Sheena Sitlani talks about her new fashion label and her design process. Enjoy!
Tell us about you and your business!
I’ve worked as a fashion stylist for Bollywood films since 2008. Earlier this year I started my own fashion label ‘SHEENA SITLANI‘ which carries clothes, shoes & accessories. I’ve also worked as a style specialist for Buffalo Jeans & Le Chateau, Toronto, Canada.
Where do you get your inspiration?
I get a lot of inspiration from traveling to different places and observing different people and cultures.
How do you go from an initial concept to a final finished product?
The process starts by conceptualizing the idea, making mood boards, sketching it out on paper, designing and finally sewing the product. Seeing the finished product once it’s ready is an altogether different high!
Do you sew? How did you learn to sew?
Yes, I learned sewing in high school, but I don’t get the opportunity to sew very often considering the unrealistically high deadlines and pressures that we face. I have a team that work diligently with me, so we can get our products out in the market on time.
What is it like to have your designs manufactured by some one else, such as your amazing shoes?
I love designing shoes — it excites me and gives me as much joy and satisfaction as designing clothes. As for having my shoes manufactured, that’s part of my business model. As long as the shoes are manufactured as per my design instructions and the standard of quality is met, I’m happy!
Has your experience working as a Bollywood stylist influenced your designs?
Oh yes, it most definitely has! When I launched my label earlier this year, I was also simultaneously working on Farah Khan’s Happy New Year. Bollywood is in my blood and there’s a lot that I’ve learned from working in the film industry since 2008.
What’s next for Sheena Sitlani?
I have big plans for my brand, starting with expanding into an online store. I also plan to retail my products in various boutiques across the country and various other online stores.