Shivang Chandna
Founder and Creative Director Past Modern
Our collections bring a sense of refinement that transcends trends
Past Modern is a design philosophy that seamlessly blends India’s rich cultural heritage with contemporary sensibilities, crafting a unique expression of modernity that remains deeply rooted in tradition. The brand celebrates the revival of Indian craft traditions, vibrant colours, and cultural identity, presenting them in a modern context for a global audience. Inspired by visionaries like Amrita Sher-Gil and Charles Correa, Past Modern embodies the timeless interplay of history, continuity, and innovation. In a chat with Fibre2Fashion, Founder and Creative Director Shivang Chandna discusses the brand’s philosophy, design ethos, collections and much more.
How is the increasing demand for sustainable and ethical fashion reshaping the industry, and what challenges does it present for brands?
It is great. Fashion as an industry is responsible for high ecological damages and we need to be held accountable. It is challenging financially to incorporate sustainable solutions altogether at once but that should not discourage us from taking small steps everyday. No brand can achieve a 100 per cent sustainable status in a day, but it has to begin somewhere, and it is the demand of the hour.
What role do technologies like AI, AR, and blockchain play in enhancing the customer experience and improving operational efficiency in the fashion industry?
Several try-on tools enable better mapping of consumers’ bodies and allow for the digital printing of patterns that ensure an improved fit. Some tools also assist customers in visualising how garments will look on them, facilitating better decision-making and reducing return rates - a win-win for both customers and brands. While these tools already exist, they are continually evolving, promising a bright future.
With the recent disruptions in global supply chains, how are fashion brands adapting to ensure continuity and resilience?
Everyone is looking inward. If businesses were relying on imported fabrics or raw material, these disruptions have forced them to look inward which has been great because it has allowed local industries to grow by fulfilling that demand at competitive pricing. India manufactures a wide range of products, and it is truly remarkable to witness brands build an India reliant supply chain.
How do you see the intersection of fashion and cultural identity influencing design trends in a globalised world?
Fashion has always been intertwined with cultural identity, but people now are increasingly latching onto their identities. They are constantly questioning and discovering themselves because of which a one design fits all philosophy does not apply any more. This has led to more and more brands with their own distinct narrative appealing to different customers.
What inspired you to create Past Modern, and how does the brand’s philosophy reflect your personal vision for fashion?
Past Modern was born from a desire to bridge the gap between India’s rich cultural heritage and contemporary fashion. It is a celebration of the past and the present, where traditional artistry is reimagined through a modern lens. The philosophy reflects my belief that fashion is not just about aesthetics but also about storytelling. Every piece we create embodies this narrative—an ode to our roots while being relevant to today’s world. For me, fashion is about creating wearable art that allows people to carry a piece of their culture into the modern era, blending tradition with innovation.
How would you describe Past Modern’s design ethos, particularly the focus on modern aesthetics intertwined with timeless couture?
Past Modern’s design ethos is deeply rooted in the idea of timeless elegance and modern functionality. We strive to balance intricate craftsmanship with contemporary silhouettes, ensuring that our pieces are both beautiful and wearable. By intertwining geometric abstractions, bold patterns, and hand-crafted details, our collections bring a sense of refinement that transcends trends. We want our garments to feel effortless yet layered with meaning, making them versatile for everyday wear while retaining the depth of couture artistry.
Does Past Modern incorporate sustainability practices in its production process? If so, can you elaborate on these efforts?
Sustainability is an ongoing journey for us. While we are not perfect, we are making deliberate choices to reduce our environmental impact. From switching to recycled banana fibre for packaging to using paper alternatives instead of plastic, we are taking small but meaningful steps. We have also started experimenting with natural dyes and collaborating with vendors who hand-weave fabrics with minimal ecological footprints. Sustainability is a responsibility we take seriously, and while there is more to achieve, we are committed to making progress with each collection.
Your collections like ‘Raza’ seem to have artistic undertones. How does art and culture influence your designs?
Art and culture are the heartbeats of Past Modern. Collections like ‘Raza’ are a tribute to artistic legends who have shaped India’s creative legacy. For example, SH Raza’s bold use of colour, his geometric abstractions, and his deep cultural narratives inspire our designs. Art offers us a visual language to translate emotions, memories, and philosophies into garments, while culture provides the context and stories that bring these creations to life. Our aim is to weave this richness into every piece, allowing wearers to connect deeply with the spirit of Indian artistry.
Who is the ideal customer for Past Modern, and how do you envision them engaging with your brand?
The ideal Past Modern customer is someone who values both heritage and innovation. They are discerning, culturally aware, and appreciate the craftsmanship and stories behind their clothes. These individuals want to celebrate their roots without compromising on modern aesthetics. I see them engaging with our brand as more than just consumers—they are collaborators in our narrative, carrying forward the essence of Past Modern through their unique style. Whether they are wearing our pieces for everyday moments or special occasions, they embody the seamless blend of tradition and contemporary expression that defines our ethos.
What challenges have you faced as a founder in the highly competitive fashion industry, and how have you overcome them?
The biggest challenge in fashion is being able to carve your own niche in a highly saturated market. As consumers of fashion our basic needs at large are met but because fashion is a unique tool to express our personalities, there is space in a customer’s closet if a brand is able to communicate their ethos and build a relationship with them. At Past Modern, we have been able to do this by using our social media to share our story, our inspirations, and our intention which has allowed us to resonate with the apt audience. We also do a podcast series wherein we engage in meaningful conversations with creatives which has helped us build a strong community around the brand and establish our own space.
Can you discuss the importance of craftsmanship in your couture collections and how you ensure quality in every piece?
Artisanal pieces are an outlet for our brand to showcase our craftsmanship. Each piece is hand made with utmost precision and attention to detail. Quality tests are mandated at each step of the production process to ensure utmost quality. These garments require extensive man-hours because of the patience required to stitch each detail but it is absolutely worth, as the final result is a beautiful marriage of creativity and craft.
Are there any new collections, collaborations, or expansions that you are particularly excited about?
We are currently exploring new textile development techniques that can be applied to our ready to wear offerings. Our artisanal line is highly appreciated by our customers and our intent is to extend that marriage of craft and creativity to everyday wear. Our next collection will also celebrate an artist from the past through a modern lens.
How do you connect with your customers, and what role does storytelling play in your branding?
Since we are an online only brand, social media is the most optimal way for us to connect with our customers. We also run a community page wherein we share with them our inspiration and behind the scenes. Customers care about connecting with brands more so than ever before and all of these approaches are a way for us to allow them to learn more about us. It also builds a great platform to share ideas, learn about their preferences and reiterate, if needed. Our brand is not just about the product but rather the community we build around it. Product becomes an extension of it, a sign that you belong to it but the feeling of being one comes first.
Looking back on your journey with Past Modern, what has been the most fulfilling moment so far, and why?
The most fulfilling moment is to engage with people, who may or may not be customers, but admire our ethos. It re-enforces our belief that people want to learn and take pride in India’s past. They want to wear a T-shirt with an image of Amrita Sher-Gil, or a dress inspired by SH Raza. They want to talk with pride about their culture and to be able to craft an expression to fulfil that desire is simply beautiful.
Interviewer: Shilpi Panjabi
Published on: 24/12/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
