"My first store was between a grocery shop and a Chinese restaurant": fashion couturier Vaishali Shadangule
In our series Leading Ladies, we profile change-makers whose pursuit of excellence and challenging of conventions has inspired many to speak their minds
When fashion couturier Vaishali Shadangule left home at 17, moving from Vidisha to Bhopal, she took on various odd jobs to support herself. It wasn’t until a colleague noticed her knack for giving style advice that the idea of a career in fashion first took root in her mind. Financial constraints made it impossible to get a formal education, so Vaishali did the next best thing — she managed to obtain a copy of the syllabus from SNDT College and taught herself at home.
Vaishali’s determination propelled her from being a self-taught designer working at an export house in 1999 to becoming the first Indian woman to have a show at the prestigious Paris Haute Couture Week in 2021 (following Rahul Mishra, the first Indian designer to present there).
In the years between, Vaishali juggled jobs at fashion stores and even worked as a gym instructor, all the while showing her portfolio to anyone willing to look. One of the gym’s members, the wife of a bank manager, recognised her potential and helped her secure a loan of ₹50,000 to open her first 100-square-foot boutique in Malad (Mumbai) in 2001—tucked between a grocery store and a Chinese restaurant. That’s when her eponymous label Vaishali S, finally began to take shape.
Her mother’s sarees sparked a deep appreciation for Chanderi fabric, but it was a visit to the town of Chanderi that opened her eyes to the beauty of handloom. That experience gave Vaishali a lifelong purpose: to bring Indian weaves and artisans to the global stage.
Over the past 24 years, that mission has taken her to the runways of Paris, Milan and New York. Today, she works with over 3,500 weaving families across India, and her outfits—featuring her signature cording technique—have been worn by celebrities like Alia Bhatt, Raveena Tandon and Radhika Apte.
On a journey that’s a testament of her passion and ambition, 45-year-old fashion couturier Vaishali lets us in on the challenges she faced and what keeps her moving forward.
What were some early setbacks in your career?
When you come from a small town, almost a village, and you speak broken English, you are seen as an outsider in the fashion industry. I managed with my skills, in spite of a lot of challenges. You have to go through several stages to growth, between where you’re coming from and where you want to be. People will try to pull you down, but it never affected me. I never stopped moving forward.
How have you grown since you first started?
I think one big area of growth has been my confidence and communication. When I left my hometown, I could barely form a sentence in Hindi, let alone English. Growing up, we weren’t encouraged to speak too much, especially not loudly. So, when I stepped out into the world, everything felt overwhelming, from speaking to presenting myself.
I used to be extremely shy and introverted (here’s how you can master networking without triggering your anxiety). I would literally shake when talking to someone. But over the years, from Vidisha to Mumbai to Paris, Milan, and New York, I’ve grown so much. Back in Vidisha, I didn’t even know about places abroad or how to travel. Every step—learning to navigate airports, understanding new cultures—was part of my evolution.
Even professionally, I wasn’t a trained designer initially. After 11 years of running stores and working in fashion, I finally pursued my master’s in Milan. That gave me both exposure and confidence, and I’m still constantly learning and evolving.
What is one thing that is still challenging for you?
Challenges are a natural part of doing something different. I don’t dwell on them much. I believe if you want to climb to the top, the path won’t be smooth. You have to expect and embrace the tough parts, they come with the journey. I focus more on what I want to do rather than worrying about obstacles.
What does a typical day in your life look like?
In Mumbai, I start my day early with yoga and meditation, which serves as my anchor. Then I head to my studio, brainstorming and creating with my team. My days are filled with meetings, calls, and designing.
When I’m in villages, it’s a completely different rhythm, learning from weavers, exploring new weaves, and immersing myself in their stories. That’s where I feel most inspired. I barely know the language in some of these villages and yet, we understand each other perfectly. I even have meals with them where they spoil me with delicious food. I feel at home, when I am there.
How do you unwind after a tough day?
For me, my balcony is my sanctuary. Sitting there, looking at the sea, listening to the waves—it brings me immense peace. Meditation is also a huge tool for me. Just 10 minutes can shift my whole mindset. Music helps too, especially classical music, since I trained in Indian classical vocals for years. It’s still something that soothes me, even if I don’t practise much anymore.
When you’re going through a tough time in your career, how do you fight off self-doubt?
When you have a deep calling, it pushes you forward—even through the hardest times. Running away at 17, sleeping at stations, going days without food—none of that felt like a struggle because the vision was stronger than the obstacles. Now, when I look back, I wonder how I ever pulled that off. Meditation and yoga help me stay centred, but ultimately, it’s that inner voice that keeps me moving.
What has been the most defining moment of your career?
I think the biggest one is when I got invited to showcase at Paris Haute Couture Week and I realised I’m the first and only female designer representing India, with Indian handlooms, on that platform, alongside several big brands from around the world. That was the biggest milestone, for the brand and me. That gave me a lot of confidence.
What’s a piece of advice that’s made a big impact in your work?
Earlier, I was only focused on supporting my weaver community but my business partner Alessandro Giuliani advised that I should focus on building my brand as well. He pointed out that my designs were couture and I would be able to create better opportunities for Indian artisans I work with by scaling my brand. That shift in perspective changed everything—leading me to Paris Couture Week and a whole new level of confidence in my work.
Who’s your biggest inspiration in the field?
Nature. It’s the ultimate designer. From corals to mushrooms to the cosmos, nature constantly teaches design, balance, and beauty. Growing up in a small town, we were raised to respect and be connected to nature. My parents always told me to reduce waste, not harm nature and that Earth is like an extension of us—that connection still guides my work today.
Many women underplay their achievements. How do you own your big wins?
I treat highs and lows the same—with balance. Celebrate the moment, but don’t get stuck in it. If I achieve something big, I acknowledge the win, but I don’t let it get to my head. If I do, I will stop progressing. The focus is always on what’s next, how to evolve and improve. That mindset helps me stay grounded and moving forward.
One piece of advice you’d like to give young women entering the workforce.
I think first advice is be yourself, whoever you are. I’ve never changed myself. You just have to believe in what you’re doing and go for it. Once you decide, I truly believe the universe aligns to support you and make it happen.
