Payal Singhal shares her milestones, inspirations, and the need for breaks to fuel creativity

Payal Singhal is one of South Asia’s most prominent fashion designers today with her signature aesthetic marked by contemporary chic ensembles that easily transition from traditional to non-traditional settings. As she celebrates 25 years of her label this year, Brides Today caught up with the iconic designer to learn more about her work, what inspires her, how she unwinds, and everything in between. 

Brides Today: You’ve taken your brand to the world with your travelling trunk show. How has the response been?

Payal Singhal: Living in New York for six years during the early years of my business shaped my understanding of what global Indian women want for their festive wardrobes. We came up with the concept of our designer trunk show two decades ago, but it’s now known as the PS Travelling Trunk Show. The concept itself was unheard of back then. Indians were used to shopping at exhibitions. The idea of an intimate, luxurious trunk show, where one could interact with a designer and shop in a curated environment, was new. It’s been very well received and an important part of our sales strategy ever since.

The first one was held in the recreational centre of a Manhattan building, with a capsule collection of 20 pieces. Ever since, the trunk shows have only grown in reach and popularity, travelling every summer across London, New York, New Jersey, Chicago, Los Angeles, Long Island, Vancouver and Houston, with new cities added to the roster every season. While we are headquartered in Mumbai, our operations are global, and we have been catering to South Asian brides across the world for 25 years now.

BT: Describe a Payal Singhal woman.

PS: The quintessential #PSGirl is well-travelled, individualistic and fashion-forward. She is rooted but isn’t afraid to venture beyond boundaries. She is cool, confident and a connoisseur of art and culture.

BT: How has the wedding industry changed over the past decade or so? How have bridal preferences evolved?

PS: The biggest difference I’ve seen is the change of authority. Millennial couples were looking to their parents for approval for everything—from the cultural aspects of the wedding to their outfits. The Gen Z bride is very much in control of every decision. There’s far greater awareness and individuality in every detail of the wedding. And when it comes to fashion, brides don’t want to be weighed down by 10kg lehengas anymore. They don’t believe they need to suffer to look good on their big day. Instead, they want to have fun and wear lightweight, reusable outfits and experiment with silhouettes and colours. Their looks are sexier, necklines deeper, colours more muted. Reusability is paramount from the get go now. They truly care about mindfulness and don’t look at one-time wears anymore.

BT: What do you love the most about dressing a bride? What do you think sets a PS bride apart?

PS: In keeping with the definition of the #PSGirl, the hallmark of each Payal Singhal ensemble is the easy transition from traditional to non-traditional settings. The brand’s signature aesthetic is contemporary and minimalist occasion wear with a vintage heart. The emphasis has always been wearability, comfort and effortless impact.

BT: The signature style you’ve infused into your designs allow a PS garment to easily stand out in the crowd. How do you ensure this with every collection?

PS: In addition to the factors that make up my signature aesthetic, I’m deeply inspired by Mughal culture, be it art, architecture or craft techniques from the era. These have been an enduring source of inspiration and make their way into every collection, reimagined with present-day relevance.

BT: To keep your designs fresh and innovative, how do you nurture your creativity? Does this help in your approach to new collections?

PS: When I was younger, I was interested in fashion, music and dance. Now my interests veer more towards art, painting, reading, meditation and spirituality. I pack a lot into a few hours as I like to be back from work when my teenage son returns from school. Striking a balance between family and work is incredibly important for me. 

To unwind, it’s typically reading or watching movies. I turn to yoga to ground me. Other than that, I take time out of work, carve out ‘me’ time and spend time with family and friends as a form of self-care. I also take a lot of mini breaks to recharge my battery as this is a high-stress line of work. Ultimately, whatever I do in my downtime—whether it’s travelling or reading—has a direct impact on my creativity and work

BT: Given the versatility of your designs, what would you advise brides and guests on styling their outfits—both traditional and western—for wedding occasions?

PS: Use clothing and accessories to express your individuality. There are no barriers between traditional and western wardrobes anymore, so mix and match both to create a look that’s unique to you. Have fun with it, don’t shy away from venturing out of your comfort zone every once in a while, and most importantly, invest in pieces you can restyle in several different ways.

BT: How do you incorporate aspects of sustainability into your brand?

PS: We are age-, community- and gender-agnostic and create clothes for everyone. Hence, mindfulness and inclusivity have long been important pillars of our brand ethos.

I think Indians in any case are sustainable. Values of recycling, upcycling and donating are taught to us at a young age. Clothes are often shared and passed on to family members. We, too, make clothes that last, the kind you can wear for years to come. We’ve been creating Indian wear as separates since day one and always educate the consumer on the many ways they can re-wear the same outfit. We also provide lifelong repair service on any PS product and often repurpose our fabric scraps or donate. These are just a few of the many ways in which we are a slow, conscious brand.

BT: In all your years as a fashion designer, you must have had warm encounters with brides and their families. Please share some that stand out.

PS: Two heartwarming stories come to mind from my time in New York. The first involves an African-American couple who visited our store. Initially, we assumed the bride’s husband would be Indian, but it was actually her love for Indian fashion that brought her to the store. This happened over 15 years ago, when Indian fashion wasn’t as globally recognised as it is today. Their appreciation was truly touching.

The second story is about a sweet bride who visited our store and fell in love with a sample lehenga, which happened to be my own wedding lehenga! Although it was only available on custom order and slightly out of her budget, the bride’s desire for it was evident. Seeing her passion, we decided to let her borrow it for her wedding day. The joy on the bride’s face made the gesture incredibly worthwhile and memorable.

BT: The PS brand has expanded exponentially in the past few years. What else do you have in store in the coming months?

PS: We celebrate 25 years of the brand in 2024, so there are many exciting launches ahead. Stay tuned!

All images: Payal Singhal

This interview first appeared in the Brides Today June–September 2024 edition.

Also read: Anamika Khanna up close and personal