Image credits: All images sourced from Who Wore What When’s Instagram account.
In a world where fashion is often seen as fleeting, Who Wore What When (WWWW) stands as a name that has helped define and refine Indian celebrity style with lasting impact. Founded by the visionary duo Pranay Jaitly and Shounak Amonkar, WWWW is a styling force that’s reimagining how fashion tells stories.
What began as a blog capturing street style in Milan has evolved into one of India’s most influential creative styling powerhouses. Known for their fearless approach and unmissable flair, Pranay and Shounak are known to craft visual narratives that resonate. Each of the looks they curate is rooted in authenticity and individuality. Their signature? Classic with a touch of the unexpected—often borrowing from queer expression and always grounded in intention.
But behind the drama of high fashion lies the grit of two creatives who wake up before sunrise, juggle back-to-back shoots, and still manage to bring magic to every frame. From Cannes carpets to editorial campaigns, Who Wore What When are surely shaping the way India sees and wears fashion.
In this exclusive conversation, the duo open up about their beginnings, their most iconic projects, and why staying uncomfortable is key to staying creative.
Q: When did you both first realise that fashion would be the industry you’d like to work in? Was it always your dream to work in fashion?
Who Wore What When (WWWW): I think it was Milan for both of us. I (Pranay) had initially gone there to study product design, but after my first year of the course, I realised that my true passion—and perhaps my calling—lay in fashion. The city itself had such a huge influence on me. Whether it was the streets, the high-end, one-of-a-kind Italian boutiques, or entire lanes lined with iconic fashion houses, Milan had this energy that constantly inspired me. So yes, I’d say it’s always been a dream to work in fashion.
Q: What attracted you to the creative side of the fashion industry?
WWWW: What really drew us in was the sheer possibility—the fact that there’s so much one can do across every facet of the fashion industry. As creative directors and stylists, every single shoot brings something new to discover, something new to learn, and something new to create. The constant push to break boundaries and to achieve something—that’s what fascinates us the most.
Q: How did you two begin working as stylists? What was your first breakthrough moment?
WWWW: Our journey as stylists has truly been one of unexpected events, but a beautiful one. Back in Milan, Who Wore What When actually began as a blog—originally called Diary of a Camera. It was dedicated to capturing street style around Fashion Week. I started it simply to share the distinct Milanese and Italian fashion scene with audiences back in India. In 2015, we returned to India for a holiday, and our friends in Milan encouraged us to showcase something that reflected Indian fashion. The truth was, we weren’t exposed to Indian fashion at all at the time—our world was entirely Italian and international. So we reached out to Gaurang Shah and ended up doing what was initially just a test shoot for him. That shoot turned into something much bigger—it became the cover of multiple magazines. Gaurang then became our first client and asked us to shoot several more campaigns. That shoot was also the reason we decided to stay back in India. And funnily enough, that’s how our name stuck. When a publication asked us for credits for that first shoot, we didn’t know what to call ourselves—so we used Who Wore What When, which already existed as our blog!
Our first big breakthrough moment, though, was when Vidya Balan reached out to us—she was the first celebrity to ever ask us to style her, for the promotions of Kahaani. That truly marked a turning point.
Q: Growing up did you ever think you would end up working with the bigwigs of the industry?
WWWW: That was always the aspiration—and somewhere along the way, we truly believe we manifested it. It was definitely a dream to be known for our work and to be associated with the kind of clients we now have the privilege to style. What makes it even more special is getting to know them personally and building a narrative through their style.
Q: Could you describe WWWW’s signature styling aesthetic?
WWWW: Our signature styling aesthetic is best described as classic—with a hint of extra. A lot of our inspiration also comes from queer expression.
Q: What does your usual workday look like?
WWWW: Our typical workday starts early—we’re usually up by 5:30 or 6:00 AM and on set by 7:30 AM. From there, it’s a constant juggle. We often take on multiple projects at once, which could include styling for celebrity promotions or events, prepping for a campaign shoot, handling trials for another celebrity, or working on an editorial—all simultaneously. If it’s a shoot day, we’re on set by 6:30 or 7:00 AM, finish the shoot and head straight to a trial, if one’s scheduled. If not, we head back to the office to pack for upcoming trials and prepare for the next shoot. We’re not a large team, so we end up doing everything ourselves. We’re involved in every little detail, and that’s something we take pride in.
Q: How do you decide what kind of look works for each of your clients?
WWWW: For us, styling our clients always begins with understanding who they are as persons—what they like, what they don’t, and how they like to express themselves. We try to build a narrative through their style—something that feels like a natural extension of their personality. We never want to force someone into wearing something that doesn’t feel authentic to them. There’s no point in putting someone in an outfit they feel uncomfortable in, especially on something as public as a red carpet. What you wear should resonate with who you are. So, us deciding on a look is the result of multiple calls and discussions to understand the individuality of each client.
Q: Does your clothing choice for clients end up inspiring your personal style? Or vice-versa?
WWWW: Yes, absolutely. We do believe there’s a strong exchange between our personal style and how we dress our clients. Very often, when we create a look for someone and it resonates deeply with us, we find ourselves drawing inspiration from it for our own wardrobes! And sometimes, it works the other way around too—our own aesthetic and the way we dress naturally reflect in the styling choices we make for our clients.
Q: What has been your personal experience as one of the crucial and leading navigators of the fashion industry?
WWWW: Our personal experience in the industry has taught us this: always be inspired by the past, but don’t delve too much into it. It is important to stay open to new ideas and newer ways of working—even if they push you out of your comfort zone.
Q: Do you have an absolute favourite styling project or look in your career so far?
WWWW: There are quite a few, to be honest. The first-ever look we did with Vidya Balan will always be special. Then there was Radhika Apte at Iris van Herpen—such a memorable moment. Our first campaign for Falguni Shane Peacock was also incredibly close to our hearts. Styling Falguni (Peacock) for Vogue was another standout. And then there was Shahana Goswami at the Cannes Film Festival last year! So yes, there have been many special moments.
Q: What was the most significant fashion challenge you have ever had to face while styling?
WWWW: One of the biggest challenges we’ve faced happened while styling two clients at the same time. One was a female actor attending a film festival for her film premiere, and the other was a male actor headed to a red carpet event. Coincidentally, both were being styled in black tuxedos. While packing, we sent out their suitcases—and as we were clearing up the office, we noticed an extra-small black blazer still lying there. We weren’t sure why it was there or who it belonged to… until we got a call. Our female client had reached the film festival and discovered an XL-sized blazer in her suitcase—instead of the extra-small one meant for her. That’s when we realised we had accidentally swapped the blazers between both clients. Thankfully, as a company, we always provide backups—so she did have another option to wear on the red carpet. But at that moment, it was absolute chaos. Navigating the situation from across time zones was challenging, to say the least.
Q: What are some of the things that nobody talks about being a fashion stylist?
WWWW: One thing no one really talks about is that being a fashion stylist isn’t glamorous at all. It’s hours and hours of hard work—with no fixed 9 to 5. The work hours are completely erratic, and the job requires you to do everything: sourcing, fittings, packing bags, lifting bags, setting up shoots… the list goes on. You have to be okay with doing it all—because that’s part of the job.
Q: One celebrity with the most iconic wardrobe.
WWWW: There are actually a few celebrities who come to mind when we think of iconic wardrobes. Beyoncé, of course—because she gets to keep all her performance pieces, which are nothing short of legendary. Then there’s Sarah Jessica Parker. Thanks to Sex and the City and now And Just Like That, she’s had access to some of the most incredible fashion over the years. Closer to home, we’d say Sonam Kapoor. We’re sure she owns some truly stunning archival pieces.
Q: What exciting projects are lined up in the near future?
WWWW: There are quite a few exciting projects in the pipeline, but unfortunately, we can’t talk about them just yet. You’ll have to wait and watch!