Indian designer accused of prioritising ‘white’ customers over brown in New York

Papa Don’t Preach by Shubhika has long been a favourite for brides seeking bold, statement-making lehengas with a fairy-core, maximalist aesthetic. The brand has earned a reputation for its eye-catching, couture pieces, often commanding a price point comparable to heritage designers. However, a recent controversy involving Pakistani influencer Sunia has cast a shadow over the brand’s image. She took to social media to share her disappointing experience at its NYC pop-up event, which was meant to offer an exclusive ‘meet the designer’ opportunity.

In an Instagram reel, Sunia recounted her experience wedding shopping with her friend, who is getting married in 2026. They attended the event excited to meet the designer but were met with a cold reception from Shubhika Sharma. Sunia described the interaction as awkward, with the designer being “curt” and distant. While another assistant was helpful, it didn’t meet their expectation of having a personal interaction with the designer. Sunia also claimed that the designer seemed more engaged with white and tourist shoppers than with brown attendees.

Though Sunia expressed admiration for the brand’s creativity, she ultimately decided against purchasing an outfit due to the experience. Her post quickly gained attention, resonating with many others who had similar encounters at PDP events. On Instagram and Reddit, users shared their own stories of feeling unwelcome or disregarded. One commenter shared, “I had the exact same experience yesterday. I was excited to meet the designer and learn about the textiles, but felt like a burden. It made me not want to try anything on.” Another user, popular brown creator Monica Ravichandran, commented, “I had THE WORST experience with @papadontpreachbyshubhika last year. They clearly don’t care about their customers.”

Amid the backlash, Shubhika herself responded to Sunia’s post with an apology, offering some context for her behaviour. She explained, “I’ve been really unwell in snowy NYC and didn’t expect to be feeling that way. There were so many people at once, despite giving individual meeting slots, and I was feeling extremely poorly towards the end of it. I saw you enjoying the outfits and didn’t want to push you since you mentioned your wedding was in 2026, giving you ample time to decide. I made sure my team was with you to help out, and I wish you had asked for my input if needed.”
This incident has sparked a broader conversation about customer service and inclusivity in the luxury fashion industry. With Papa Don’t Preach’s expanding global presence, the expectations for top-notch service are high, and incidents like this can have a significant impact on a brand’s reputation. What do you think about the situation?