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When designer Sheetol Chawla presented her work at the recently organised NZICA Centenary Curtain Raiser held at the Cordis Auckland, the audience was impressed. Her presentation was not merely a fashion show but a cultural experience blending storytelling, spirituality, and craftsmanship. The showcase received wide appreciation and praise including from New Zealand Prime Minister Christopher Luxon.
In an exclusive conversation with The Indian News, the award-winning designer shared insights into her journey, inspirations, and philosophy behind her work.
Sheetol prefers to describe herself as a storyteller, not just a fashion designer. Born and raised in India, she grew up surrounded by traditions, rituals, vibrant colours, and spiritual narratives that shaped her creative mind.
From an early age, she was fascinated by the meaning behind cultural traditions and symbols. The textiles, embroidery, and decorative elements she encountered were not simply aesthetic but carried stories, beliefs, and emotions. India’s cultural diversity plays a significant role in her design language. Each region offers unique traditions—from Punjabi textiles to Gujarati embroidery—each representing generations of heritage and craftsmanship.
Growing up in such an environment felt, in her words, like living in “an ocean of stories.” As a child, she questioned the meaning behind rituals. Sometimes her parents had answers; sometimes they did not. These unanswered questions encouraged her to research and explore cultural meanings through creativity.
Her academic journey refined this curiosity. Sheetol studied fashion design at Auckland University of Technology in New Zealand, where she developed skills in research, conceptual thinking, and design development. The experience taught her how to translate cultural ideas into visual designs. For her, fashion became more than clothing; it became a way to explore identity, culture, and storytelling.Another defining element of her work is its connection with spirituality and nature. This influence comes from her upbringing in India, where spiritual traditions and philosophical ideas are part of daily life.
During childhood, she grew up hearing stories of Lord Krishna and Lord Shiva,
energy through various goddesses. These stories shaped her imagination and continue to inspire her designs.
Her work reflects themes of strength, divinity, and harmony between human life and nature—concepts central to Indian philosophy.
Sheetol has received recognition at several international fashion events in Europe. She views awards not merely as trophies but as feedback. After graduating, she no longer had lecturers reviewing her work. Submitting designs to competitions became a way to evaluate progress. Recognition reassured her that she was moving in the right direction and showed that thoughtful design still holds value in a fast-fashion world.
Her designs are known for blending traditional craftsmanship with contemporary techniques. Her interest in handcraft began in childhood when she learned embroidery and textile skills at school. Many schools in India teach creative subjects such as Home Science, introducing sewing, embroidery, and crafts. These early experiences shaped her respect for handcrafted art.
Today, she uses modern tools to visualise ideas but believes technology should enhance creativity, not replace traditional craftsmanship. Hand embroidery and artisanal techniques remain central to her work. For Sheetol, couture can be defined in one word: time.It demands patience, research, and dedication. Designers must spend time exploring concepts, experimenting, and refining ideas. In today’s fast-paced fashion world, couture represents luxury, exclusivity, and thoughtful craft.
One highlight of her presentation was a collection inspired by Goddess Kali, symbolising strength and transformation. For Sheetol, the theme represented the energy women carry within themselves. She emphasised that the show was not commercial but a cultural performance to celebrate and preserve tradition.
Some expressed concern about using a Hindu goddess as a theme. Sheetol says she understands sensitivities and treats these subjects with deep respect. The garments inspired by Goddess Kali are not for retail but exist purely as artistic expressions honouring heritage.
She also credits her husband, Harry Chawla, for his support during her studies and early career. His encouragement allowed her to nurture her creativity and pursue her ambitions. She said that every woman deserves a supportive husband like hers.
Sheetol’s presentation demonstrated that fashion can be more than trends or clothing. In her hands, it becomes a medium for storytelling, cultural preservation, and artistic expression. -as told to Yugal Parashar