Label Shivani Nirupam

There’s a certain confidence that doesn’t ask for attention… it simply arrives. Shivani Nirupam embodies that energy. Rooted in Mumbai’s glorious chaos yet refined in its expression, her label speaks the language of modern Indian femininity with fluency and flair. Shivani designs for women who are unafraid of colour, movement, and presence… those who embrace extravagance, but only when it comes with intention. Her silhouettes are fluid, her prints unapologetically expressive, and her philosophy refreshingly grounded: fashion should feel alive, lived-in, and conscious all at once.

A storyteller at heart, Shivani translates the pulse of the city into textiles that feel both familiar and strikingly new. From the riotous poetry of flower markets to the quiet confidence of everyday dressing, her work reflects a woman who understands duality – bold yet mindful, festive yet versatile. Sustainability, for her, isn’t about restraint; it’s about designing pieces that stay relevant, loved, and worn long after trends move on.

In an exclusive conversation with Sumita Chakraborty, Founder & Editor-in-Chief, TheGlitz, Shivani Nirupam opens up about building Label Shivani Nirupam, a print-led, purpose-driven label, navigating India’s evolving fashion landscape, and why true luxury today lies in thoughtful design, emotional connection, and clothes that move with the woman who wears them.

Over To Shivani Nirupam

Your label has a distinctly Mumbai soul…. bold, fluid, and expressive. How did your journey begin and how does the city’s chaos and creativity translate into your design process and print stories?

Shivani Nirupam – Label Shivani Nirupam was born from Mumbai’s rhythm, its chaos, contradictions, and unapologetic confidence. My journey began with a fascination for prints and storytelling through textiles, influenced by the city’s streets, markets, and people. Mumbai teaches you to be bold yet adaptable, and that duality reflects in our designs. The layered visuals, fluid silhouettes, and expressive prints mirror the city’s constant motion. From crowded bazaars to quiet seaside moments, Mumbai’s creativity shapes our print narratives, organic, vibrant, and full of lived-in emotion.

You often speak about “extravagance with conscience.” How do you balance visual drama and sustainability while designing capsule wardrobes meant to last beyond trends?

Shivani Nirupam – “Extravagance with conscience” reflects our belief that impact and responsibility can coexist. We embrace bold prints, rich details, and striking silhouettes, while staying mindful of fabric choices, production methods, and how long each piece is meant to live in a wardrobe. Our core collections are created to outlast trends, encouraging repeat wear and styling flexibility. Sustainability, to us, isn’t minimalism, it’s considered indulgence. Through quality, slow craftsmanship, and purposeful design, every piece delivers luxury with awareness and respect for the people and resources behind it.

The Phool Bazaar – Ethnic Edit feels festive yet refreshingly modern. What inspired this collection, and how did you reinterpret traditional silhouettes for today’s woman?

Shivani Nirupam – Phool Bazaar was inspired by the vibrant flower markets of Mumbai, colorful, chaotic, and deeply cultural. We wanted to capture festive energy while keeping it contemporary and wearable. Traditional silhouettes like kurtas, lehengas, and dupattas were reinterpreted with modern proportions, lighter constructions, and bold floral prints. The collection celebrates nostalgia without feeling out-dated, allowing today’s woman to embrace her roots while expressing individuality. It’s festive dressing that feels fresh, effortless, and relevant beyond just occasions.

Print plays a starring role in your collections. Can you walk us through how a print evolves… from concept to fabric to final silhouette?

Shivani Nirupam – Print sits at the core of our design language. Each one begins with a concept, often drawn from culture, nature, or familiar Indian visual references. Through hand sketches and digital exploration, we develop the color story and scale before bringing the print onto fabric. Sampling plays a key role, allowing us to see how the print moves, drapes, and responds to different silhouettes. The final outcome is always a conversation between print and form, where the motif complements the garment rather than competing with it. It’s a slow, intuitive, and deeply intentional process.

Slow fashion is central to your brand philosophy. In an era of fast drops and instant gratification, how do you educate and engage consumers around mindful fashion choices? Does it also come with a set of challenges? If yes, how do you overcome them?

Shivani Nirupam – Slow fashion is central to who we are. We believe in bringing consumers into the journey by sharing the story behind every piece the process, the craftsmanship, and the intention that shapes it. In a market driven by fast fashion, this kind of education takes time, but transparency helps build trust and long-term relationships.

One of the ongoing challenges is balancing expectations around speed and pricing, especially when mindful production requires patience and care. We address this through honest communication and a consistent focus on quality rather than volume. When people understand the time, skill, and thought invested in a garment, they’re more inclined to value longevity and conscious choices over fleeting trends. For us, slow fashion isn’t just a method, it’s a commitment to responsible design and a more meaningful way of dressing.

Your silhouettes move effortlessly from day to celebration. How important is versatility when you design, especially for the modern Indian woman?

Shivani Nirupam – Versatility sits at the heart of how we design for the modern Indian woman—someone who moves effortlessly from work to social plans to celebrations. Our silhouettes are made to adapt, styled up or down depending on the moment. This way of designing not only supports mindful consumption, but also mirrors real, everyday lifestyles. We believe a garment should live beyond a single occasion. Through thoughtful cuts, fluid shapes, and adaptable prints, each piece is created to move across moments and moods, becoming a wardrobe staple rather than a one-time wear.

As a founder and creative director, what has been your biggest learning while building a contemporary fashion label in India’s competitive design landscape? Any three milestones you would love to celebrate with us?

Shivani Nirupam – Building a contemporary fashion label in India has taught me resilience, adaptability, and the importance of staying true to my design voice. One key learning is that consistency and clarity matter more than speed. Three milestones I cherish are launching our first print-led collection, building a strong in-house creative team, and seeing our designs resonate with women who return to the brand season after season. These moments reaffirm the value of patience, purpose, and passion in a competitive landscape.

Looking ahead, how do you see Shivani Nirupam evolving… are there new categories, craft explorations, or narratives you’re excited to explore next?

Looking ahead, Label Shivani Nirupam will continue evolving through deeper print explorations, new craft collaborations, and expanded categories that align with our aesthetic. I’m excited to explore layered storytelling merging traditional techniques with contemporary narratives. We’re also looking at more occasion-fluid pieces and limited-edition capsules that highlight specific inspirations. The focus remains on growth with intention expanding thoughtfully while staying rooted in our core philosophy of expressive design, conscious creation, and timeless appeal.