The dearth of hip, stylized accessories fired the imagination of NIFT alumnus, Shalini Gupta. She started her label what’s pink in the autumn of 2000. She creates robust, funky and in-your-face fashion accessories for people and animals. Her process of design is like that of an artist. There are no boundaries in terms of shape, form or material. She combines traditional Indian methods with international trends, but retains a contemporary feel.
She derives from her culture and her roots. Her forte is the astute use of craft – painting, crochet, macramé, embroidery and knitting to name a few. She’s inspired by the beauty around her and the influences that keep leaping up at her from all around. An off-beat yet interesting colour combination of clothes worn by a fruit vendor; signs on streets and shop windows; intricate patterns on packaging of South Indian soaps and masalas are all equally inspiring.
The brand aims at interpreting the exquisite art and design culture of India. Instead of replicating the old artifacts and crafts of India, what’s pink takes inspiration from them, uses the techniques with a new thought which is fresh and young. The brand constantly attempts to push the threshold of fashion, creativity and art. What’s pink is indigenously Indian and proud to be so.
At what's pink, we understand that design, finish, functionality and price are the core of any good product and it has been a continuous endeavor to better ourselves in all these aspects. Although primarily renowned for their accessories line, the design team at what’s pink, continues to expand their product base to cover home accessories, light travel luggage and objets d art.
Our products are sold in stores across India and the U.A.E under our label, what’s pink. We are members of the fashion design council of India and have participated in the Wills Lifestyle Fashion Week since Spring Summer 07.
What’s pink retails at:
Hot Pink, Jaipur/ Mumbai
Le Rosh, Jakarta
Talisman, New Delhi