On keeping themselves relevant for so many years, David Abraham and Rakesh Thakore says, “We constantly keep an ear to the ground observing cultural shifts, evolving lifestyles, and changing consumer behaviour both locally and globally.”
It was a landmark moment for Satya Paul as the house celebrated 40 years of shaping a distinctly modern Indian aesthetic. Founded by Satya Paul with a vision to infuse art, global influence and expressive individuality into Indian fashion, the brand has grown into one of the country’s most defining creative forces. Designers behind the brand, David Abraham and Rakesh Thakore talk about the business of fashion, their favourite style icons Aditi Rao Hydari and Hollywood’s Anne Hathaway.
Edited excerpts from the interview:
Even after so many years what is the process that you all follow to keep yourself relevant?
Relevance comes from staying deeply connected to the world around us. We constantly keep an ear to the ground observing cultural shifts, evolving lifestyles, and changing consumer behaviour both locally and globally. This happens through a mix of research, global trend reports, and most importantly, regular store visits. Being present on the shop floor helps us understand how people are actually dressing, what they gravitate towards, and how fashion fits into their everyday lives. This balance between digital awareness and real-world observation allows us to evolve organically while staying rooted in our design philosophy.
Fashion Vs Style… What is your take on this?
As Yves Saint Laurent famously said, “Fashion fades, style is eternal.” Fashion, by its very nature, is cyclical; it thrives on constant change, faster trends, and frequent retail drops, often creating a sense of obsolescence. Style, on the other hand, is personal and enduring. We believe that creating your own look, based on what truly suits you as an individual, is far more meaningful than blindly following trends. Style is about confidence, self-expression, and longevity qualities that outlast any seasonal fashion moment.
What do you have to say about the business of fashion?
The fashion business today is a bit of a conundrum. On one hand, there is immense pressure to deliver something new every season to meet retail and economic demands. On the other, there is an urgent and growing responsibility to address climate change, overproduction, and waste. The challenge lies in balancing innovation with accountability. We believe the future lies in creating thoughtfully designed pieces that are made with mindfulness, focus on longevity, and encourage conscious consumption rather than fast fashion.
Your favourite style icons from Hollywood and Bollywood how would you like to dress him/her up?
From Bollywood, Aditi Rao Hydari perfectly represents the Satya Paul woman, modern yet deeply connected to tradition, confident, graceful, and willing to experiment. We could envision her in a Satya Paul stitched sari, styled with an unexpected element like a bomber jacket, blending classic elegance with contemporary edge.
From Hollywood, Anne Hathaway stands out for her effortless sense of style and versatility. We would love to dress her in a Satya Paul slinky caftan fluid, elegant, and understated allowing the silhouette and print to speak for themselves.
How do you keep yourself updated with the changing definition of fashion?
Our approach to staying updated is closely linked to how we maintain relevance by observing global and local movements, staying digitally engaged, and continuously interacting with the real consumer. Fashion is no longer defined by runways alone; it is shaped by culture, travel, comfort, and individuality. Remaining curious and open to change is key.
Where do you see India in the world fashion order and where does Satya Paul stand in the global market?
India has a truly unique fashion identity. While we take inspiration from global trends, we reinterpret them through our own cultural lens blending modernity with tradition in a way that feels authentic and rooted. This ability to evolve while staying connected to our heritage is what sets Indian fashion apart on the global stage.
In the global market, Satya Paul occupies a distinctive space by redefining the saree as a contemporary, expressive, and globally relevant garment that remains our signature and strongest identity. Building on that foundation, our ready-to-wear range featuring easy tunics, pants, kaftans, and accessories like scarves is particularly suited for lounge and holiday dressing. As travel and experiential living become a larger part of how people choose to live and dress, there is a growing preference for clothing that is comfortable, versatile, and easy to wear across settings. Satya Paul offers versatile, elegant, and effortless pieces that resonate with this global lifestyle shift.
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