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“I’m Punjabi, hence living in the present is the boon and the bane of my existence,” says the designer. Shubhika flew off to London for a 7-month short course in fashion post her graduation in the field of journalism. She flew back right away with the belief that India needed her. India didn’t know it just yet – but she felt she had to bring high street fashion to her home country. Over and beyond her ten-year journey, she has both gone with the flow and against the grain with equal ease.
3rd July 1987
Educational Qualification
Journalism graduate & diploma in Fashion Design.
Founding date/year of the brand
The beginning…
Shubhika was 19 and in her second year of Mass Media from Jai Hind, Churchgate when she simultaneously ran her own tailoring shop/boutique called Firefly. She clocked in a travel time of 3 hours everyday between Churchgate and her house in Nerul to attend college in the morning and get back to her boutique by lunch. Shubhika used to stitch matching satin petticoats for INR 140 and ‘heavily designed’ blouses for sarees with a team of 1 master and 2 tailors in a 200 sq. ft shop in Vashi, Navi Mumbai. This is how she started teaching herself on the job! In the year 2011, she launched Papa Don’t Preach as one of India’s first independent high street ecommerce labels.
Papa Don’t Preach by Shubhika
Papa Don't Preach by Shubhika is a luxury Indian designer label that caters to the spirit of the untameable woman who stands for herself. The brand came to life in 2011 and has been here for the women who display a fierce urban sense of style, and are constantly experimenting and redefining their fashion boundaries.
Highlighted Collection
Run Frenzy Run
Celebrities in Papa Don’t Preach by Shubhika
Radhika Apte, Madhuri Dixit, Aishwarya Rai, Sushmita Sen, Athiya Shetty, Malaika Arora, Tamannah Bhatia, Chitrangada Singh, Kangana Ranaut, etc.
One person living/dead you’d like to dress?
Michelle Obama/Rihanna
Shubhika Image Gallery