LSA StarMakers: The Fashion-Forward Journey of Shounak Amonkar and Pranay Jaitly
Shounak Amonkar and Pranay Jaitly, the creative visionaries behind ‘Who Wore What When,’ embarked on their journey with a shared passion for storytelling through fashion. Their innovative approach quickly made them the go-to stylists for some of India’s most influential celebrities. Beyond selecting wardrobes, they craft narratives that celebrate individuality and cultural nuances.
With a keen eye for detail and a knack for predicting fashion trends, Amonkar and Jaitly create ensembles that not only enhance their clients’ personas but also set new standards in the fashion industry. Their avant-garde approach has solidified ‘Who Wore What When’ as a leading name in styling.
The Impact of Shounak Amonkar and Pranay Jaitly
Shounak Amonkar and Pranay Jaitly’s influence extends far beyond red carpets and magazine spreads. They are the creative minds behind some of Bollywood’s most memorable fashion moments. From Vidya Balan’s timeless elegance to Sara Ali Khan’s contemporary flair, their styling is transforming fashion narratives. Under their expert guidance, Vidya Balan’s recent press appearances have showcased unmatched sophistication, while Sara Ali Khan’s looks bring a modern, playful edge.
Inside the Creative Process with Shounak Amonkar and Pranay Jaitly
How did you and Shounak meet, and what inspired the creation of ‘Who Wore What When’?
Pranav: Shounak and I first met 11 years ago in Milan while we were studying—me for my undergraduate degree and him for his master’s. I ran a photography blog called ‘Diary of a Camera,’ which focused on Italian and Milanese fashion. I handled the photography, and Shounak assisted with graphic design. Our work styling editorials for various magazines led us to create ‘Who Wore What When.’
How would you describe each other’s style, and how do you combine these aesthetics?
Pranav: Shounak’s style is contemporary, drawing inspiration from figures like Beyoncé and Yohji Yamamoto. In contrast, my style leans towards the classic, reminiscent of Rekha, Valentino, and Dior. Together, we blend these aesthetics to create a unique fusion of classic and modern elements.
How do you keep your ideas fresh amidst numerous brand campaigns and shoots?
WWWW: Travel is our primary source of inspiration. We make a point to step away from the city whenever possible to recharge and gain new perspectives. This break from routine helps us return with renewed creativity and fresh ideas.
What have been some of your biggest styling successes?
WWWW: A standout moment was when Radhika Apte wore Iris Van Herpen to the International Emmys, making her the first Indian actress to wear this designer. Another highlight was Shahana Goswami being featured on the New York Times’ Best Dressed list for her Cannes Film Festival appearances. Styling Natasha Poonawalla for the Ambani wedding festivities was particularly significant, as her trust in our vision was a major validation of our work.
