“I founded Sheth London to bring together two worlds"
Sheth London is bringing Gujarati style into contemporary womenswear, combining traditional handweaving, intricate beadwork and modern London-inspired design.
Founded by 26-year-old Dimple Sheth, the new label draws on her Indian heritage and experience within the British fashion industry.
Its debut collection features Patola and Tangaliya handwoven textiles, alongside small-batch garments and accessories.
The hero Poppy Waistcoat is inspired by a beaded textile about 100 years old, passed down through Dimple’s grandmother.
Launching online on September 30, 2026, Sheth London offers a contemporary take on South Asian craftsmanship while keeping traditional techniques at its heart.
From Gujarat to London
Dimple Sheth was born in India and developed an early interest in textiles and colour before pursuing a career in fashion.
She studied BA Pattern Cutting at London College of Fashion, UAL, before gaining experience at fashion brands including Boden, Palmer//Harding and Aspiga.
She later returned to Gujarat, where she met the multi-generational Makvana artisan family in Rajkot.
What began as an experiment to translate Patola into a contemporary jacket eventually became the foundation for her brand.
“I founded Sheth London to bring together two worlds, India and London, that have shaped me.
“At the heart of the brand are our artisans – their hands, knowledge, and creativity make every piece possible.
“For me, it is about carrying that knowledge forward while creating something relevant to how we dress today.”
Today, Dimple works between London and the 12-person artisan family, whose members weave, spin, and bead pieces for the collection.
The label has also funded five additional handlooms and supported the creation of a dedicated weaving studio within 14 months.
For Dimple, the brand represents the relationship between the two places that have shaped her creative identity.
She said the artisans are at the heart of Sheth London, with their knowledge, creativity and craftsmanship making each piece possible.
The Craft Behind The Collection
Patola and Tangaliya handweaving are central to Sheth London’s debut collection, with each technique creating distinctive patterns through different weaving processes.
For Patola, artisans create the design before the fabric exists, binding and resist-dyeing Indian Mulberry silk yarn according to the intended pattern.
Two artisans then carefully align the yarn during weaving to reveal the final motif within the fabric.
Approximately two metres can be woven each day using this process, highlighting the time involved in creating the material.
The Saffron Dress, Cayenne Parka and Chilli Tie Blouse all feature single-ikat Patola.
Tangaliya creates its distinctive patterns directly as the cloth is woven, with tiny raised motifs twisted into cotton by hand.
Approximately 1.5 metres can be woven each day using the Tangaliya technique.
The Bay Jacket, Chia Dress and Sage Blouse feature the traditional craft.
The collection’s names also reflect Dimple’s upbringing, with pieces including Saffron, Chia, Sage, Chilli, Bay, Cayenne and Poppy.
The Story Behind The Poppy Waistcoat
The Poppy Waistcoat is the collection’s hero piece and carries a particularly personal connection to Dimple’s family history.
Its design is inspired by a beaded textile about 100 years old, passed down through her grandmother.
The original textile’s peacock and tree motifs have been reimagined as part of the contemporary waistcoat.
Each Poppy Waistcoat uses approximately one kilogram of ceramic beads, which are individually placed by hand.
A single piece takes between 20 and 25 days to complete, making it one of the most labour-intensive designs in the collection.
Only 10 Poppy Waistcoats will be produced, reflecting the limited quantities used throughout the debut collection.
The piece connects an inherited family textile with contemporary fashion, while retaining elements of the original design through its motifs and detailed beadwork.
It also reflects Sheth London’s wider approach to South Asian craftsmanship, where traditional techniques become the starting point for modern silhouettes.
A Slow Fashion Approach
Sheth London’s production model is shaped by the time required to create its fabrics, weaving, and hand embellishment.
Most styles will be produced in quantities of no more than 30, while the Poppy Waistcoat will be limited to just 10 pieces.
There are no planned restocks, keeping production deliberately limited across the debut collection.
The approach allows the pace of manufacturing to reflect the time needed for traditional craft techniques rather than rapid production.
The brand’s partnership with the Makvana family also keeps artisans closely involved throughout the production process.
Alongside traditional weaving and beadwork, the collaboration has supported five additional handlooms and the creation of a dedicated weaving studio.
Dimple’s London fashion background influences the collection through its pattern cutting, proportions and contemporary silhouettes.
Together, these elements create a meeting point between Gujarati textile heritage and modern British womenswear.
The London Launch
Sheth London launches online on September 30, 2026, followed by a London pop-up planned for October.
The debut collection includes seven ready-to-wear styles priced from approximately £350 to £650, alongside 19 accessories starting at approximately £75.
Six ready-to-wear styles will be available in sizes S, M and L, while the Poppy Waistcoat and accessories are one size.
A press preview will take place on October 7 at Lower Étage, 10–18 Vestry Street, London, N1 7RE.
The launch introduces a new independent label built around Gujarati craft while giving traditional techniques a contemporary fashion context.
From handwoven Patola and Tangaliya textiles to the heavily beaded Poppy Waistcoat, craftsmanship remains central to the collection.
Sheth London ultimately brings together Dimple’s family heritage, Gujarati textile traditions and London fashion through a deliberately small-scale debut.
