In-Style with ShainaSoniya Kirpalani

She is the woman who can make you stand apart in a crowd with the way she drapes your sari. Meet Shaina NC for whom fashion is a profession and politics, a passion
ONE OF the youngest female party spokesperson for BJP, Shaina NC is also known as one of the most high-profile fashion designers and well-known socialites in India. But there is more to this lady and it’s her special touch with six yards of sari fabric.
Whether it is Dolly Thakore, Rita Metha, Zarina Khan or Shobhaa De, most discerning women seek Shaina’s signature style, as she infuses drama into every drape she creates.
Benchmarking herself as a reputed label in less than a decade, she left an indelible mark on the fashion scene of the sub continent. Inspired by her mother — Munira Chudasima who started India’s boutique revolution with Golden Thimble — Shaina carries forth this legacy with passion and sincerity.
Shaina honed her designing skills at the Fashion Institute of Technology, New York and came back to create both prêt and diffusion lines.
A young mother of two, we interview Shaina as she visits Dubai to unveil a select collection of jewels and saris at Dubai Ladies Club.
How did you start designing?
To me a designer is someone who represents their time; even though I am a political graduate, my mother’s creativity was always my rudder and hence I went into design about a decade ago.
The mainstay of my work is to create something unique; what better than to reinvent our sari in an innovative manner so it is in synchrony with our current lifestyles. It might seem ambitious, but I am slowly working towards earning herself a place in the Guinness Book of World Record, for the maximum ways of draping a sari. Today, I am designing jewels (with Ramniklal Jewellers) that will compliment my attire.
So how does your work reflect the current evolution of India?
Firstly, I have realised that in today’s day and age designers need to keep individualism in the forefront. When I design for a client I keep their individual personalities in minds—designer diktats don’t work.
Also, my strength is my design is my draping; and with every new design, I seek to create a new nuance with every new design.
My work with designing ensembles for Ms India’s as they represent their nation for the international pageants is also as challenging
Why is it that we have to wait for a Jemima Khan or a Elizabeth Hurley to wear a sari for us to go ‘wow’? I am trying to raise awareness and stimulate the excitement though my design and drapes — our own trends and traditions — not diktats set by others.
What’s your design philosophy?
To me design is my chosen profession; that’s what the NC or Not Corruptible in my name stands for. It’s another reason why I am a politician but I am a designer, so I am gainfully employed.
Also, most traditional embroiders are men, but my workers are mostly woman. I seek to make a difference through my professions.
I believe in style with substance; whenever I host a showing, it’s with Woman Achievers and the proceeds from this fashion event go to a Cancer Relief fund.
How would you describe your foray into politics?
It is exciting. It’s a great learning experience. After all it’s what my training is in. Also it’s probably in my genes; my father has been involved in politics. I was a student of political science and have been interested in politics ever since I was a kid. In fact, fashion should have followed much later, but it worked the other way. My intentions are honest; fashion is my profession and politics, my passion.
What was the response from your family?
My father is very supportive. He, my husband, my brother, and mother are like my pillars. They guide me through everything, including the campaign.
So what next for Shaina NC?
Well, as a label, I will keep working on immortalising our traditions in a contemporary manner.
As a person, I work on clear tangible projects. I don’t like to just shout from roof tops.
Also I will synergise my inner creativity with my commitment.
Like the JJ paediatric ward; the children’s ward at this hospital was really drab and dark and we felt it was important to bring light in. I got artists involved and have painted 21 of these Municipal hospital wards.
Besides these, there is a lot of work we want to do for the girl child. Education of the girl child with the help of NGOs is something. I want to concentrate on. Want to win people over with my positive spirit.