Karishma Shah’s journey to founding Paeony is a testament to her multifaceted creative spirit. With roots in fine arts and graphic design, she carved her path as a art curator, bringing together art and fashion in meaningful dialogues. What began as a daughter’s tribute to her mother’s tailoring artistry evolved into Paeony — a brand that reflects her distinctive approach to design. Drawing from her curatorial eye and deep understanding of form, Karishma transforms clothing into conversations, creating pieces that celebrate individuality. Under her vision, Paeony has grown from an intimate pop-up to a thoughtful fashion house that approaches design as problem-solving, sustainability as art, and fashion as a medium of self-expression.
SP: As a professional in various industries, what inspired you to embark on this journey within the fashion and lifestyle sectors with Paeony?
KS: You know, it’s funny how life takes you on unexpected journeys. Paeony actually started as a project to showcase my mom’s amazing tailoring skills. I wanted to prove a point to her, show her that her creations could be seen as a brand, not just a small boutique thing.
I come from a fine arts and graphic design background, and I’ve done a lot of things around designing. Then I got into teaching and curation. But with Paeony, it was like all these experiences came together. It wasn’t about just making clothes, it was about solving problems, you know?
Like, I couldn’t find a jumpsuit that fit my body type, so I designed one. And when someone tried it on and said it was the first jumpsuit they ever fit into, I was like, damn, this is what I want to do. It’s not just fashion, it’s about making people feel good in their own skin.
SP: How similar or alike, according to your personal style, are the designs of Paeony? Do you believe the brand has impacted or even moulded your sense of fashion over the years?
KS: Oh, this is such an interesting question! You know, it’s like Paeony and I have grown together. When I started, my wardrobe was all black. Black was my favourite colour, still is. But when I started designing for Paeony, I found myself using all these beautiful, pastel colours.
It’s funny, I never designed anything in black for Paeony, which is so contrary to my personal style. Or at least, what my personal style used to be. Because over time, I think Paeony has definitely influenced how I dress.
Now, I find myself wearing more colours, experimenting more. It’s like Paeony gave me permission to play with fashion in a way I hadn’t before. So yeah, I’d say Paeony has absolutely moulded my sense of fashion. It’s made me braver, more willing to express myself through clothes.
SP: Paeony presents itself not only as a fashion brand but also as a form of expression. What philosophy or message do you wish to convey with each piece of clothing that you make?
KS: For me, Paeony is all about self-discovery and self-love. It’s about finding beauty in the imperfections of life, body, and art. That’s actually the new meaning I gave to the brand name when I took over.
With every piece I design, I want people to feel comfortable, confident, and beautiful. I don’t design for a particular body type or occasion. I want anyone to be able to wear Paeony without overthinking it.
You know, when I changed our sizing names, it wasn’t just a marketing gimmick. It was about changing how people feel when they look at a size tag. Instead of feeling shame, I want them to feel proud. When someone wears a Paeony outfit that says ‘Your Size, Modest or Liberal’, I want them to feel like the clothes are loving them back.
So I guess the message is: you are perfect as you are, and you deserve clothes that celebrate that.
SP: How important is Karishma Shah’s commitment and love for her craft in making you stick to Paeony? Is the designer’s vision important in your devotion to the Brand?
KS: You know, I don’t really think of myself as a fashion designer in the traditional sense. I see myself more as a problem solver, someone who wants to give people something they can’t find elsewhere.
My commitment to Paeony comes from seeing how it impacts people. When someone tries on a Paeony outfit and their eyes light up, or when they message me saying they got so many compliments — that’s what keeps me going.
I think what’s important is not just my vision, but how that vision resonates with people. Paeony isn’t just about me or my designs, it’s about creating a community, a feeling. So yeah, I’m committed to it, but it’s the response from people that really fuels that commitment.
SP: Are there any new design innovations or collections in the works that people interested in buying Paeony should I look forward to?
KS: Oh, I’m always working on something new! Right now, I’m really excited about our waste reduction project. We’re taking leftover fabrics and turning them into beautiful art pieces and accessories through a collaboration between Paeony and Curadoor, my art curation initiative.
We’ve got these amazing beach bags that can be reversed, art pieces with embroidery, journals, napkins, aprons — all made from fabric that would have otherwise gone to waste. And the best part is, unless I tell you, you wouldn’t even know it’s made from leftovers. That’s the goal — to create something so beautiful and functional that it stands on its own. The art pieces especially have been a wonderful way to bridge my work in fashion with my passion for art curation.
As for clothes, I’m always experimenting with new silhouettes and fabrics. But you know, I don’t approach them in a traditional way. I prefer to introduce new pieces organically, based on what I feel people need or what inspires me at the moment. So keep an eye on our Instagram and website! That’s where we usually announce new pieces first.
SP: What according to you is the future of the fashion industry? How do you think the trends will change?
KS: I think — I hope — the future of fashion is going to be more sustainable and inclusive. We’re already seeing a shift towards more ethical production methods and a focus on reducing waste.
At Paeony, we’re doing our part with our upcycling projects, but I think this is going to become more and more important industry-wide.
As for trends, I believe we’re moving towards more versatile, comfortable clothing. People want pieces that can work for multiple occasions, that make them feel good without being restrictive.
I also think we’ll see more emphasis on individuality in fashion. It’s not about following trends blindly, but about expressing who you are through what you wear. That’s why at Paeony, we focus on creating pieces that adapt to the wearer, not the other way around.
But you know, at the end of the day, fashion should be fun. It should make you feel good. I think that’s a ‘trend’ that will never go out of style!
SP: What advice would you like to give to the young artists and designers who are trying to navigate the world of fashion?
KS: Oh, this is a tough one because everyone’s journey is so different. But if I had to give some advice, I’d say:
First, don’t be afraid to start small. Paeony began with just 15-20 outfits for a small pop-up. It’s okay to start where you are and grow from there.
Second, listen to your customers. Some of my best designs came from understanding what people were struggling with when it came to clothes.
Third, don’t be afraid to do things differently. When I changed our sizing names, it wasn’t because anyone told me to. It was because I saw a problem and wanted to solve it.
Fourth, be true to your vision, but be flexible in how you achieve it. Paeony started as one thing and evolved into something else, and that’s okay.
And finally, remember why you’re doing this. For me, it’s about making people feel good in their clothes. When you’re stuck or frustrated, go back to your ‘why’. That’ll keep you going.
Oh, and one more thing — don’t be afraid to make mistakes. Every ‘mistake’ is a learning opportunity. Trust me, I’ve had plenty!
Image Courtesy: Karishma Shah
Find out more about the artist and her artworks: https://paeony.in/