Papa Don’t Preach Becomes The First Indian Label To Walk The Metaverse Runway

From A Small Shop To The Metaverse, The Eccentric Fashion House Is Set To Take Over The World.

ARTICLE BY : Suhani Lotlikar

Creating a storm in the metaverse, celebrity designer Shubhika Sharma presented a unique digital collection promoting a sustainable take on fashion. Over the years, the brand’s pieces have been flaunted by a number of famous celebrities around the world including the likes of Alia Bhatt, Kiara Advani and even Khush cover girl Rakul Preet Singh. Now, Papa Don’t Preach’s outfits and accessories are also available for your digital avatars as NFTs (Non-Fungible Tokens).

Launched in 2010, the urban designer brand is known for taking traditional silhouettes such as saris and lehengas and adding its touch of pop colours and heavy embellishments. Papa Don’t Preach has become a go-to brand for south Asian brides with a love for drama and kitsch. The brand’s lightweight lehengas and half lehengas, along with fusion designs like jumpsuits, gowns and dhotis with a desi touch are particularly popular with brides and bridesmaids for pre-wedding celebrations like mehndi, haldi and cocktail parties. However, their inclusive designs and out-of-the-box cuts are not all that they have to offer. The brand has now entered the meta world with their dreamy outfits, extravagant headpieces, OTT jewellery, playful shoes, and much more.
Designer Shubhika shared with us, “This is our first step into and towards the metaverse, and the possibilities are endless. We showcased our Indian couture to highlight the beauty and intricacies of Indian craftsmanship and tied it to technology and its ever-changing facets.” Previously, other renowned Indian couturiers like Manish Malhotra and Anamika Khanna have released their own NFTs for your digital avatars. But the world of Papa Don’t Preach adorned with a glowing pink moon and the ability to walk on water in gorgeous meta heels is truly a meta bride’s dream come true.