Meet Pranay Jaitly and Shounak Amonkar, two young men who are taking the world of fashion by storm with their successful boutique styling consultancy – Who Wore What When.
Star Power: Vidya Balan in Samanth Chauhan
Their story begins in Milan, a city internationally recognised as one of the most important fashion capitals where they initially met as design students, Endless cups of coffee were consumed, discussing their favourite trends and their intense passion for fashion.
Working in the Italian city, they were far removed from Indian fashion altogether, but they were constantly asked to shoot Indian editorials. “The only exposure we had to Indian women’s fashion, was how our grandmothers dressed up in traditional Indian saris” However, it was their first client in India, designer Gaurang Shah, who developed their love for traditional fabrics, giving them an insight into heritage textiles, which further helped cement their style.
Chic: Radhika Apte shines in Iris Van Herpen
Fast forward to the present, and the duo has worked with major stars including Vidya Balan, Rajkummar Rao and Kalki Koechlin. “All the celebrities we work with, are ones whose work we admire and look up to”.
One of their best projects to-date this year, has been working with Radhika Apte at The Emmy Awards 2019. “It was one of our most over-whelming experiences. With being in the industry for just three years, it was a very big opportunity for us, and we had to live up to International fashion standards”.
Tribal: Kalki Koechlin looks effortless in Sabyasachi
The stylists are now enhancing their services to include weddings. “After designing Pranay’s best friend’s wedding in Cape Town, we’ve found a new area of expertise. Our wedding style advice focuses on striking a balance between heirloom jewellery and a bride’s modern vision, mixing tradition with individuality”.
With in-depth knowledge of the fashion industry and an innate understanding of design and art, Pranay and Shounak craft looks that echo the personality of their clients and bring outfits to life. Watch this space as their vision for 2020 will be daring, bold and most definitely memorable…
• Who Wore What When
www.Who-Wore-What-When.com
wwwwmilano@gmail.com