Shimul Patel in conversation with HELLO! India on the art of viral luxury

It’s a hot and humid day at a studio in suburban Mumbai. At the shoot underway, Shimul Patel is in charge in every way, owning the floor. The designer is flanked by her two muses, Larissa Bonesi and Shivani Sharma, both dazzling in flowy gowns oozing the signature Self-Cntrd glamour. 

Both Larissa’s ultra-violet body-skimming dress with a ruched waist and Shivani’s shimmering canary yellow crystal embellished gown fit like second skin, appearing to embody their personalities. And this more than happenstance. 

“We design with intention — every detail, cut, and proportion has a purpose,” says Shimul, the Founder and Creative Director of Self-Cntrd. “I’ve always believed the strongest muse is someone who makes the clothes feel lived-in rather than styled. They neither overpower the pieces, nor do they disappear behind them; they lend their personality to every look. With Larissa and Shivani, the clothes felt like an extension of who they already are, and that’s when fashion becomes interesting.” 

For Shimul, choosing who represents her brand has never been purely about aesthetics — it’s always about energy and authenticity. The brand was built around the idea that clothing can influence the way women feel and how they show up. 

“Self-Cntrd has always been about women who own their space rather than perform for it.” 

That’s exactly how wearing Self-Cntrd makes Larissa feel. The Brazilian model who considers Shimul part of her extended family — she’s known the designer and her husband for about a decade — says every Self-Cntrd piece brings out the best in her without having to try too hard. Although she claims to be a sneakers-and-hoodie girl, on days she’s in the mood for some vintage glam, Shimul is her go-to person. 

For Shivani, who loves to experiment with her style and is all for colours, sequins, feathers, and all things maximal, Shimul is a kindred spirit. 

“She’s always experimenting with different styles and takes me with her on those journeys. I think my personal style has also evolved along with the brand — it’s as though we’re moving in the same direction at the same time,” says the UK based model.

Talking about sartorial experiments, it was a leap of faith that pushed Shimul into the profession to begin with. She was a practising dentist before she fell out of love with the profession and left her scalpel to sculpt couture. Although a career pivot unlike any other, it wasn’t a dramatic turning point or a perfectly planned transition either. One day, almost out of nowhere, she told her dad that she wanted to study fashion in London. 

“I still remember expecting questions, hesitation, or a long discussion. Instead, he simply said yes!” shares Shimul. 

That “yes” from her father changed the course of her life. She went on to study design in New York and London, and launched her own fashion label in 2022. 

“Interestingly, dentistry and fashion aren’t as different as they seem. Dentistry taught me precision and attention to detail. Fashion gave me purpose. Somewhere between those two worlds, Self-Cntrd was born,” says the founder of the four-year young label that’s become synonymous with aspirational glamour. 

Forever drawn to visual storytelling, styling, and the emotional side of clothing, fashion has been a perennial presence in her life. 

“I’ve always been fascinated by transformation — how clothing can completely shift mood, energy, and confidence. Growing up, I consumed fashion more instinctively than academically. I paid attention to visuals, styling, silhouettes, and the feeling an image created.” 

While Bollywood was a significant influence, Shimul was equally drawn to editorial imagery, campaigns, and global visual culture. 

“Looking back, I think I always observed the emotional side of fashion rather than just the clothing itself.” 

At this designer-muse photo shoot, we talk shop with the 35-year-old fashion entrepreneur, whose outfits appear to have Gen Z in a chokehold. 

HELLO! India: Shimul, what does it take to become a Gen Z-approved fashion brand? 

Shimul Patel: I find Gen Z fascinating because they’re less interested in dressing according to rules and more interested in identity. They mix references, moods, and aesthetics freely. 

What aligns Self-Cntrd with this generation is not trend-chasing but the sense of individuality. We create pieces that allow women to express different versions of themselves while still feeling like themselves. 

HELLO! India: Your pieces feel engineered for visibility. How much does social media influence your creativity? 

Shimul Patel: Clothes today are experienced on screens before they’re experienced in person, so visibility matters. But I think there’s a difference between designing for attention and designing for memorability. We think about movement, details, and visual impact because they matter in today’s world, but I never want a garment to exist only for a photo. The goal is to create pieces that translate digitally while still feeling powerful in real life. 

HELLO! India: Tell us how your aesthetic has evolved over the years. 

Shimul Patel: Initially, I was more instinctive and emotionally driven. I designed based on what felt exciting in the moment. Over time, I’ve become more intentional. I’ve realised that creating a brand isn’t just about making beautiful clothes; it’s about creating consistency and a visual language people recognise. Today, I’m more interested in refinement than excess. I think the brand has evolved from simply wanting to stand out to wanting to stand for something. 

HELLO! India: As a designer, how do you balance catering to the male gaze and female self-expression? 

Shimul Patel: I don’t think women dress as simply as that anymore. They dress for multiple reasons today: confidence, mood, identity, self expression, and sometimes, just because something makes them feel good. The starting point is always the woman wearing the garment. I’m not interested in creating pieces that feel performative. I design pieces that make a woman feel more like herself. If she feels powerful in it, everything else becomes secondary. 

HELLO! India: You’re also a fashion stylist. What has styling taught you about women, confidence, and building an image for oneself? 

Shimul Patel: Styling taught me that confidence has very little to do with trends and everything to do with comfort in your own identity. I’ve seen women completely transform not because they were wearing something louder or more dramatic, but because they felt seen in what they were wearing. 

Styling also taught me that image-making is an emotional process. Fashion isn’t just visual; it changes posture, energy, and presence. 

HELLO! India: Do you think fashion has become more image-conscious and performative than personal? 

Shimul Patel: I think social media has certainly made fashion more image-conscious because we consume style at an incredibly fast pace today. Although, I also think people are becoming more self-aware. While fashion can sometimes feel performative online, consumers are increasingly looking for authenticity. The challenge for brands is to create products that feel visually exciting without losing emotional connection. 

HELLO! India: Do you think Indian fashion is entering a more globally recognisable era? 

Shimul Patel: Absolutely. I think Indian fashion is moving beyond being viewed only through the lens of occasion wear or traditional garments. What truly excites me is seeing designers from India create visual identities that can participate in global conversations while still retaining cultural nuance. 

Global fashion today is less about geography and far more about perspective. I believe the strongest Indian brands of the future won’t necessarily be the loudest representations of the country — they’ll be the ones that bring a unique point of view. 

PHOTOGRAPHY: Dwij Adhvaryu 

CREATIVE DIRECTION: Anushree Sardesai 

HAIR & MAKEUP: Recinda Martis & Team 

WARDROBE COURTESY: SELF-CNTRD,  ASSISTED BY: Michelle Lobo