PAYAL SINGHAL OPENS A FLAGSHIP STORE AT THE DHAN MILL IN NEW DELHI
Known for her bohemian style, playful prints, vibrant colours and sexy backless blouses, Payal Singhal opened doors to her flagship store in New Delhi’s Dhan Mill. Housed inside the gallery space at Ogaan, the minimalist store lets the spotlight remain on her designer’s carefully curated accessories and clothing.
The new stand-alone store in the capital city features Mughal-inspired arches illuminated with bright lights, and an earthy wooden clothing rack to beautifully display the clothes. At the centre of the store is a coffee table book with two contemporarily designed chairs, large plants in planters add a natural touch to the cream brick-and-mortar store. The 800 sq ft new outpost is home to not just the latest collections but also the brand’s bestsellers and classics across bridal wear, occasion wear, menswear, accessories and more. The store has been dressed in a signature touch that is true to the world of PS blush pink and rose gold accents, a Payal Singhal X Marshall’s PS print wallpaper, and soft vintage décor that ties it to the brand’s three stores in Mumbai as well.
Photo Courtesy: Payal Singhal
Speaking on the new store launch the elated designer said, “I’ve been connected to Delhi since the launch of the brand. We first started retailing in Hauz Khas, and two decades later, we are now at Delhi’s most favoured home to leading Indian brands. The gallery space has been very well-curated by Ogaan, and we are excited to be closer to all our patrons in the city with this store. Our Bombay freshness and international mindset has always found many takers in Delhi, and we look forward to now presenting them all our must-haves under one roof.”
The new collection, Modern Mughals
To mark the launch of the new store, Payal Singhal has unveiled a new festive edit Modern Mughals. The collection reimagines the wardrobe of India’s erstwhile royalty, ensembles with a playful, present-day twist. From reinterpretations of the old-world silhouettes to a showcase of the classic kalidar anarkalis, ghera lehenga and poncho salwar, it also adds the brand’s signature sensuality to these traditionally restrained silhouettes. The colour palette is championed down muted tones with accents of bright pops making it equal parts edgy and elegant. The zardozi embroidery has been used for scenic storytelling, as the patterns in each outfit come with their own distinct narrative. Something old, something new… but all the while being quintessentially PS!
Photo Courtesy: Payal Singhal
How do you feel right now after launching this new space?
I’ve had a love affair with Delhi for the last 25 years, but this is one of my favourite spaces. I just think it really works with a brand. The new store has a vibe that blends in with the Payal Singhal brand where it’s more contemporary but is still rooted in the old world. and that’s why I think this space is gonna be really lucky for that. And you know I’m really happy to be.
Photo Courtesy: Payal Singhal
Did you play up your style with the Modern Mughal collection?
In terms of the colour palette of the collection, which is a range of pastels, I would rather say it’s a return to my earlier aesthetic. I feel the collection is very refined and elegant, and yet still has my touches of playfulness with the tassels, silhouettes and drapes. The idea is to showcase a more fun and yet elegant attire.
Why did it take so long for a Payal Singhal store to exist in Delhi?
While we are present in most multi-designer stores in the city, this is my first flagship store in the city. I feel the Dhanmill Compound is the perfect location for it. I am very particular that the store needs to be attractive from the outside, I myself am a shopper, and feel that the store experience needs to be as delightful for the person, as though they were a kid in a candy store. My clothes are an extension of me, and I wanted the store to reflect that. When Ogaan came on board with this proposal, of different flagship stores in this space, I jumped at the opportunity. The design, and the aesthetics of the store all came together for me and I’m very happy about it.
Photo Courtesy: Payal Singhal
What was the inspiration behind the design of the Payal Singhal Flagship store in Delhi?
I think the inspiration for the interiors of the store is Art Deco means vintage. We kept it simple and classic, and have our signature grey, gold and pink colours. The clothes need to do the major speaking, so the interiors are minimal, but of course, we have these accents.
Tell us a little bit about your new festive collection Modern Mughals.
When we were thinking of what to introduce at the launch, we had the Modern Mughals collection for the festive. But for the launch, we took the collection up a notch and you will see a lot of playful shararas with our signature backless cholies but in a lot of different variations, bright pop colours, a lot of brocades, but next silk brocades are soft for the festive season for card parties. I think it’s like a mixed bag you’ll get a lot of neutral gold embroideries but you’ll also get a lot of my signature colourful embroideries and things from anywhere from Diwali parties to sangeets and mehendi ceremonies.