Ethnic dreams meet the Med! This boho London fashion label has just landed in Malta
We love our fashion here at GuideMeMalta, and we love it even more when it’s sustainably made in small batches! One label that’s recently caught our eye is I Am Indian Soul, which has just dropped in Malta after the brand's owners relocated to the island from the UK. Now based in a charming boutique in Bisazza Street, Sliema, I Am Indian Soul has found an ideal home with our sunnier climate!
Having started out in London, the fashion label grew up on the eclectic markets so beloved by magpie tourists and local fashionistas alike.
The great thing about I Am Indian Soul is that their pieces are adaptable, and can slink into just about any woman’s wardrobe or far-flung getaway hand-luggage. A Kimono which could be worn as fancy beachwear could also double up a silky evening wrap for cocktails and sushi, and their multiway dresses can be pulled out time and time again, from pool parties to the rooftop club!
The brains behind the brand is fashion and jewellery designer Shama Patel. Having holidayed in Malta with her partner at the tail end of last year, the two fell in love with the islands and decided to make the leap to move to The Rock. We reckon that if there’s anywhere to be to launch your resortwear range, a Mediterranean island would definitely be the ideal place!
We caught up with Shama herself for the lowdown on her label. Here’s what she had to share with GuideMeMalta.
Hi Shama, we're loving your collection! When and why did the idea for the brand start off?
I Am Indian Soul was born in 2017. The brand idea was inspired by my late mum who always looked so elegant and powerful when she wore a sari. The brand is in her memory and has been a great source of healing for myself as I feel I am surrounded by her when working with saris.
What is the ethos behind the brand?
The brand is fundamentally about celebrating every shade of the female soul. The ultimate goal is for every woman who wears the brand to feel empowered, beautiful and confident. The more women that feel good about themselves, the higher the vibration is of feminine energy. It's time to balance things out, the worlds needs a balance of both feminine and masculine energy. We hope to bring women together because together we are more powerful.
We so agree! How would you describe the brand?
The brand is colourful, vibrant, bold, feminine and unique. The sari fabrics are light and soft to the touch, the cuts are free and floaty and the prints, well they speak for themselves!
How and where have you sold your line?
The brand launched in 2017 in London, both at Spitalfields and Covent Garden. The online platform launched after the initial success of the brand in April 2018. We have sold the brand through concessions globally in Florida, Mississippi, California, Barbados, Turkey, Norway and Lebonon and we now have a boutique in Bisazza Street, Sliema!
Amazing! What has been the highlight of the brand’s success so far?
The highlight has been raving customer reviews! Customers take the most beautiful pictures and send them back to me on Instagram with messages of how much they love wearing #iamindiansoul. They are all shapes and sizes, all different cultures and races and it's so nice to see all the beautiful women of the world feeling like goddesses (their words!) in our clothing. The response has literally bought tears to my eyes. I had no idea how incredibly amazing it is when you pour your heart and soul into something so personal to you and you're literally getting messages from strangers about how much they love your creations,the feeling is something I can't put into words.
What is the reason behind the thoughtful name of the brand? What, to you, is “Indian Soul”?
Firstly, my heritage is Indian. Born and raised in the London, being different has empowered me and made me feel proud of my Indian heritage while also feeling blessed to grow up in the Western World.
The brand works with gorgeous sari fabrics to make Western clothing. All the fabrics are sourced in India and my designs are also made in India. The idea behind the brand name is to pay respect to the process behind the brand and to honour my culture and most importantly my beautiful mum. To me "Indian Soul" is my mum. She was so incredibly kind, caring, loving, sincere, wise, open-minded and such a role model to be raised by.
Just beautiful! Last but not least, you’ve recently relocated to Malta. Why choose Malta as a base, for both yourselves and for the label?
Malta... where do we even begin! We first visited Malta back on October 2019 and we instantly just fell in love with it. Everything about this island feels “right” on a personal level, but also for the brand. We feel Malta is the most stunning location to be the new home for the brand. It's got everything both the brand and ourselves are looking for: sun, sea, sand (and rock!) amazing people, great food, incredible culture and history... and you speak English! The transition has been easy and we'd like to thank Malta for having us.
We're happy to have you! Thanks Shama and all the best of luck with your fashion label!