I was 22 when I decided to take the leap and carve my own path in fashion. Fresh out of the National Institute of Fashion Technology (NIFT), with a job offer in hand from Future Group, I chose to follow my heart instead — and that led to the birth of my own label, SHRUTI S.

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What began as a modest boutique in Panchkula — just me, a few fabrics, and endless passion — slowly evolved into a full-fledged couture brand rooted in craftsmanship, culture, and consciousness. I still remember those early days, personally designing and creating every custom outfit for my clients. It was intimate, raw, and beautiful. In 2014, I launched my first official collection CELCIS, and that marked the beginning of a new chapter.

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Today, SHRUTI S is a reflection of my journey — from a young designer with dreams to a woman who lives and breathes design every single day. Over the last 11 years, my label has presented 10 couture collections, walked 6 fashion shows, been part of 28 exhibitions across India and internationally, and dressed women from around the globe. Every piece is an extension of my love for Indian textiles, traditions, and the infinite possibilities of reinvention.

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My design philosophy is simple — to create timeless fashion with soul. I find immense joy in working with heritage techniques like tie & dye, block printing, zardozi, mirror work, aari, and intricate thread embroidery. A personal highlight has been developing a one-of-a-kind embroidery technique using upcycled sequin waste — something that aligns with my deep commitment to sustainability and slow fashion.

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I believe clothes should feel like an extension of oneself — comfortable yet empowering, rich in craft but relevant to the now. That’s why the aesthetics of SHRUTI S often bridge contrasts: modern yet Indian, statement yet wearable, luxurious yet responsible. Our collections have now expanded beyond couture into resort wear, with silhouettes that range from lehengas and shararas to breezy shirt dresses and co-ord sets — designed for celebrations, vacations, and everything in between.

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Outside the studio, I’m also known for my personal styling — something I share regularly through editorials, social media, and collaborations with leading publications. I love celebrating the many hats I wear in life — as a designer, entrepreneur, daughter, wife, dancer, and interior enthusiast (yes, I designed my own home too!).

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At its heart, SHRUTI S is more than a brand. It’s my dream to build a global fashion house rooted in Indian couture, one that represents conscious luxury, powerful femininity, and design with depth. As we grow — with a vision of new stores, expanded collections, and international presence — I’m incredibly grateful to every client, team member, and supporter who’s been part of this story.

 

This is just the beginning.