Whencut Goddamn

If your designs could speak, what would they say?

The designs stem from my art, which itself is an amalgamation of stories inspired by self-love, courage, and resilience. The designs exude 'main character' energy and speak of liberation, empowerment, excitement, color, and vigor, celebrating and embracing life in its truest form.

What are the signature elements in your designs?

The unique and statement art reflects the storytelling of the brand. These aren't just digitally rendered prints; they are original pieces of art, hand-painted by the artist as murals on walls or canvas, which are then transformed into high-fashion custom wearable art pieces. The USP lies in the richness of the characters and stories interwoven with an empowering visual language, creating striking images when worn. Teamed with a powerful array of colors, soft satins, and rich chanderis, the work doesn’t just look special; it also feels special.

Which celebrity or personality do you dream of dressing?

Which collection are you most proud of, and why?

In our latest collection, 'Durga Rises Through the Flames,' each character portrayed in the art embodies a captivating narrative, a testament to their inner strength in overcoming fears and obstacles to shape an empowering identity. With this collection, we were able to celebrate the metamorphosis of Indian fashion, introducing flattering cuts that resonate with the theme of transformation and self-authenticity. Each silhouette blurs the edges and barriers of gender and occasion, offering a versatile array of pieces that can be styled in numerous ways by anyone. This collection was enthusiastically embraced by both celebrities and clients alike, leading to us winning an award and securing our first ramp show and thus will be always be extremely special to us.

Where do you find inspiration for your designs?

As an artist and designer, I find inspiration from all the beautiful things in life. From flowers and old letters to vintage music and movies, from dining table conversations to travels and spiritual books… they inspire me to delve deeper and be the creator I need to be by making life richer.

Which designer in the world inspires you?

Anamika Khanna

Share a memorable "aha" moment from your design career.

Karan Johar purchasing a Whencut Goddamn Blazer! Winning Best Menswear Designer at Elle Graduates '23.