Clean Lines


Still from a Hindi film ‘Chashme Badoor’ (1981) featuring Deepti Naval who plays role of a Chamko detergent salesgirl. 

Edited by Border & Fall

The human hand, technology and sustainability are key to garment design – as are the moods and moments associated with textiles. Shift elicits anecdotes from across India, speaking to how – and why – clothing will always remain more than what meets the eye. In the following interview, Designer Nimish Shah gets down to the brass tacks of garment care, speaking to Gurpreet Kohli and Neelam Solanki from the Unilever Technical Insights team. They take a closer look at the responsibilities between textile developers and detergent design; reveal the shift in consumer behaviour towards garment care and low environmental impact, and discuss possible digital interventions to decipher the undervalued and misunderstood ‘care label’:


Moschino X Jermy Scott


For Pre-AW15, Jeremy Scott continues to develop Moschino’s tongue-in-cheek aesthetic to brilliant effect. This oversized T-shirt dress is made from white satin and emblazoned with a dry-cleaning receipt print. Don’t reserve it for laundry days – slip it on by night with a colour-pop clutch and wedge sandals.

The Laundromat – Prada

An overdose of candy-coloured formica, an elegant striptease by a middle-aged pin up, played by Ellen Jamison. De Wilde is not afraid to saturate our senses. The Prada Galleria is the silent star, its presence driving the narrative, its iconic looks impossible to ignore.

Summer Look Book

Waluscha De Souza
Colston Julian D’Souza
Kritia Gill
Kapil Batus

No Offense



Fabric Conditioner

A cap full of fabric conditioner in your everyday load gives that little bit of extra care and makes your clothes irresistibly soft and fresh. It may not change a persons character but definitely the way your clothes touches your body.

Long time no see clever advertisement – Top marks to “Comfort”


Super Dry

Super dry

© 2014 Porus Vimadalal

Friend of Shift and very talented photographer Porus sends us a post card from Amsterdam featuring NEMO science center. Our beautiful look books (See winter cruise14-15 & summer13 in collections) were also shoot by him.

Lines to Follow


Monica Dogra
Singer and actress; one half of the electro duo Shaa’ir and Func – stole the show in her debut performance Kiran Rao’s Dhobi Ghat (more coming on that latter) Travel with her through her post.

Nidhi Jacob
Fashion Editor: Elle India
Top Marks to Granny Gangster’s old soul and young spirit. Her artsy instagram feeds are full of life through a funky lens. Butch and soft at the same time.