'Creativity, colour, art and self-expression' is the universe Aseem Kapoor wants to build as the new Creative Director of Satya Paul. For a collaboration to feel purposeful, there has to be a meeting of minds, even if the paths that led there look very different. Satya Paul built its identity on fearless print, free-flowing drape and a bold relationship with colour. Aseem Kapoor is known for his narrative-driven sensibility, bringing a more introspective approach to the craft. What unites them is a shared belief in individuality and the power of personal expression. We connected with Aseem to understand what drew him to this iconic house, the elements he sees as untouchable and what he envisions for its next chapter.
Satya Paul has always occupied a distinctive space in Indian fashion, bold, modern, and deeply rooted in print. What drew you to it and how did it all begin?
I've known Satya Paul for years and always admired its forward-looking perspective. It was one of the few Indian brands that never treated print as simply decorative; it used it as a medium for expression, storytelling and creativity. There was always a certain confidence to the way the brand approached fashion, and that really resonated with me. When the opportunity came along, what excited me most was the chance to engage with a house that already had such a strong identity. Satya Paul has a rich archive, a unique visual language and a very loyal audience. It felt like an opportunity to build on something meaningful while helping shape its next chapter.
Aseem, your work is known for its narrative depth and layered sensibility. How does that approach translate when you are working with a house that already has such a strong and recognisable visual identity?
For me, storytelling has always been less about creating something entirely new and more about finding new ways to interpret what already exists. Satya Paul already has a powerful visual language, so the process wasn't about imposing my own voice onto it, but about understanding what makes that language so distinctive. I spent a lot of time immersing myself in the archives and understanding the brand's relationship with print, colour and drape. Once you understand those foundations, you begin to see new possibilities emerge naturally. My role is really to continue the conversation while bringing my own perspective to it.
When you look at the Satya Paul archive and its legacy, what feels essential to you, something you would not want to change as the brand evolves? And on the other side of that, what do you feel needs to shift? Where do you see the most meaningful chance to push the brand into new territory?
The relationship with print is absolutely fundamental. It's much more than a design element; it's the way Satya Paul has always expressed ideas, emotion and individuality. Equally important is the spirit behind it, the fearlessness, creativity and sense of self-expression that have defined the brand for decades. Those are qualities I would never want to lose because they're what make Satya Paul distinctive.
At the same time, I see a tremendous opportunity to expand the language of the brand. Not by changing its identity, but by finding new ways to express it. Menswear is one example of that. Satya Paul already had a relationship with men through its accessories line, and extending that visual language into clothing felt like a natural evolution. Beyond categories, I'm interested in how the brand can engage with culture, creativity and new audiences in ways that feel contemporary. For me, the goal is always evolution rather than reinvention, building on the foundations of the house while opening up new possibilities for where it can go next.
The announcement speaks of expanding into new categories and lifestyle extensions. Can you give us a sense of what that world looks like to you creatively, beyond garments?
What interests me is the idea of Satya Paul as a broader creative universe rather than simply a fashion label. The brand has always stood for creativity, colour, art and self-expression, and those values can exist across many different forms. Whether that's through objects, collaborations, experiences or other lifestyle categories, the goal would be to create a world that feels distinctly Satya Paul. The opportunity is to translate the same spirit and emotional connection that people associate with the brand into different aspects of everyday life.
Satya Paul has meant different things to different generations of Indian women. What do you think it means now as a brand?
I think Satya Paul still stands for individuality in a very authentic way. Fashion has changed enormously over the years, but the desire for personal expression remains constant. That's something the brand has always understood. Today, I think Satya Paul represents confidence in being yourself. It's a brand that embraces creativity, colour and originality without apology. At a time when so much can feel standardised, that sense of individuality feels more relevant than ever.
What does this new role mean for you personally, as a designer and as someone who cares about where Indian fashion is headed?
It's a responsibility that I take very seriously. Satya Paul is one of the most recognised names in Indian fashion, and with that comes a rich history and cultural significance. To be entrusted with shaping its next chapter is both exciting and humbling. More broadly, I think Indian fashion is entering a very interesting moment. There is growing confidence in our creative identity and a willingness to engage with global audiences on our own terms. Being part of that conversation through a brand like Satya Paul is incredibly meaningful, and I'm excited about what we can build in the years ahead.
Words Hansika Lohani
Date 9.6.2026