Founded in 2016, 17:17 by Simmi Saboo has quickly evolved from a humble venture into a celebrated label that masterfully combines Indian heritage with contemporary aesthetics. Known for her expertise in graphic and digital prints, Simmi Saboo’s label 17:17 brings a fresh approach to traditional elegance, infusing it with modern flair to captivate today’s discerning, style-conscious audience.
Saboo’s meticulous attention to detail and commitment to cultural artistry have positioned the brand as a unique voice within the Indian fashion industry. By reinterpreting heritage elements with cutting-edge designs, she crafts pieces that honour tradition while aligning with forward-thinking fashion sensibilities.
The label offers a refreshing take on contemporary Indianwear, seamlessly blending intricate gold embroidery with vibrant digital prints to create a distinctive fusion of ethnic elegance and modern style. The product assortment spans a range of thoughtfully designed pieces, from flowing saree gowns and relaxed lehenga cholis to chic kurta sets, each crafted using opulent fabrics such as silk and delicate tissue.
Saboo’s vision for the label is rooted in comfort dressing – an ideal she champions from conceptualisation to the final stages of sourcing and manufacturing, with the aim of creating a bespoke collection that celebrates body diversity and offers a flattering fit for all body shapes and sizes.
Known for its boho-inspired silhouettes, 17:17 strikes a perfect balance between free-flowing elegance and refined sophistication. Each garment embodies effortless style, meeting the modern demand for fashion that is both chic and easy to wear.
“Our artform is classic Bohemian paired with sheer COMFORT. We sell comfort packed in the gracious free-flowing silhouettes to take you on a spin while the versatile collection at 17:17 indicates our endearing love for natural fabrics and breezy designs.” the designer states.
17:17’s collections beautifully integrate bohemian influences with the rich heritage of Indian art forms such as Pichwai, Gondal, Bandhej and Mandala designs. Each piece is a storytelling canvas, crafted from natural fabric and styled with breezy, effortless elegance, celebrating these timeless traditions through modern, wearable art.
