Having made her foray into the world of fashion a few years ago, the young and versatile Eishana Shah is serious about making her every passion a part of her profession. Growing up around fabrics, Eishana pretty much figured out early in life that fashion and lifestyle was what made her happy. She pursued a masters degree in Styling, Photography and Film from Italy, and took the opportunity to learn and hone her skills under renowned fashion designers.
Today, the fashion entrepreneur has opened a multi designer store in the heart of Kathmandu. Eishana recalls the day she started planning Como two years back, “The people I spoke to were really excited about the first of its kind store in the capital and that gave me the needed impetus”.
In an interview with WOW’s Ankita Jain, Eishana shares about her growing years, her journey from a stylist to a fashion entrepreneur and more. Excerpts:
Tell us a little bit about yourself… your growing years, interests, influences…
I was always interested in fashion growing up and knew I actually wanted to study it. I studied fashion marketing and management initially which got me a job as a visual merchandiser, working hands on at a showroom at a major mall in Bengaluru. This strengthened me and opened doors for my styling career.
Having studied in Italy and worked with luxury brands like Louis Vuitton, what does fashion mean to you?
I think I had a very loud style growing up and then being in Milan really tamed it to a more minimal and structured style. Fashion to me is a way to express how you are feeling that moment. It’s freedom in the sense that you can experiment and try different things.
Tell us about your journey from being a stylist to a fashion entrepreneur, and your multi designer store, COMO.
I tried working for a brief period at Vogue magazine’s editorial office in Mumbai doing odd jobs for their editorial shoots and then I moved on the doing freelance styling in Goa, India. It’s there that I came across COMO Collective, and the owners were looking to expand to other cities. We got to talking and then with my mother’s encouragement, two years later I started COMO Nepal. So, it’s been a very interesting and gradual journey working my way up.
Who are your customers and what are some of the things that set you apart from what’s available in the market?
We are bringing the latest creations of some of the best designers of India and we acknowledge that our clients here all have their own unique identities which is why we carry one-off pieces. I think this exclusivity sets us apart from other stores.
Are you planning to include Nepali designers in the store?
Yes, of course! We are always looking to expand our designer list and you will see the best of our local talent very soon at our store.
Can you tell us a bit about your relationship with your mother? What is her influence on your life and business?
Growing up, watching my mother Sheeba Shah get ready to go out always made me happy. I would watch as she did her makeup, put on gorgeous sarees, do her hair up, and accessorise with beautiful ornaments. I was fascinated by it all then and I believe that is what became the foundation to my current career in the fashion industry. As I mentioned earlier, she inspires and pushes me to work harder. She is indeed the strong wind beneath my wings.
What is your style quotient?
Minimalism.
What are the key elements to good design aesthetics?
I have always believed good design to be both aesthetically pleasing as well as serve a purpose. When functionality and aesthetics intersect, that’s when good design happens.
What are your wardrobe staples?
My top three wardrobe staples are a pair of jeans with a really good fit, a statement blazer, and a set of basic colourful tops.
What are the challenges and the perks of being in the fashion business?
The number one perk of being in the fashion industry, for me, is the opportunity to create wearable art constantly. I am constantly challenged to think innovatively and creatively, and seeing the ideas materialise into reality is a joy on its own. As for challenges, I do believe that in Nepal, the fashion industry is not taken as seriously and legitimately as any other business. People often undervalue the work that goes into it.
Who are some of your favourite designers?
The Row and Jacquemus
How real are the current fashion standards and how do you relate to it?
In my personal experience, the current fashion standards, especially relating to women, are harmful. Women are still expected to adhere to unrealistic expectations of clothing, not being allowed to wear certain clothes or being shamed for “showing too much skin” or this or that. I believe that the fashion industry cannot move forward until we abandon such expectations of women.
How active are you on social media platforms and how do you view the current level of social media engagement most people are into?
I am not very active on my personal account as much as I am on COMOs social media pages. Especially after Covid and lockdowns, I think a lot people have turned to social media to communicate more. There has also been an increase in the amount of people who are purchasing off social media.
What do you consider to be toxic in the fashion world?
I guess it has to be the all pervasive body-shaming and self-image related stress, especially for women.
What keeps you motivated on the tough days?
Most definitely, my staff who have been alongside me, every step of the way. From the opening night till now, they have pushed through every task with me, and on days that I have lost motivation myself, their dedication helps me find it again. Then, of course, there is the spirit of my mother.
Besides work, what do you do for fun?
A little known thing about me is that I am a major true crime enthusiast. So, in my free time, I am not only watching these crime documentaries, but also going through the lengths of doing my own little internet research on them.
What makes you happy?
My cats
One thing you always wanted to do but haven’t been able to yet?
Travel the world. So many places on my bucket list.
If you had to pick one space that is still dominated by men but could benefit from seeing more women be a part of it, what would it be?
Entrepreneurship. I love seeing a lot of women starting their own businesses and seeing and learning from their journeys.
A song in your head right now….
Ocean Drive – Duke Dumont
Values you would never compromise on
Loyalty
Upcoming plans…
We are slowly expanding while waiting for the pandemic to die down, we have many interesting things coming up for both Studio Nilaya and COMO.
Photographer: Suzan Shrestha
(Instagram: suzan_shots)
HMUA: Suman Lama
(Instagram: makeupbysumanlama)
Interviewed & coordinated by: Ankita Jain
(Instagram: jain.anki)
Wardrobe, Accessories & Location : COMO Nepal
(Instagram: comonepal)
Read also:
A TOPIC THAT STILL REMAINS UNDERCOVER
THE FIGHT TO INCREASE WOMEN’S POLITICAL PARTICIPATION – PRAKRITI BHATTARAI BASNET
HAPPINESS IS A CHOICE – MANNSI AGRAWAL
