In today’s fashion scene, fast trends and mass production have become the norm. However, many shoppers are craving something more personal and meaningful. Simmi Saboo, a designer with two decades of experience, believes everyone has a unique side eager for self-expression. Through her brand, 17:17, she transforms this vision into reality, merging Indian heritage with modern design to create pieces that truly resonate.
Founded in 2016, 17:17 reflects Simmi’s deep knowledge of graphics and digital prints. She champions a style she calls “amiable elegance,” focusing on comfort, sustainability, and inclusivity. Each made-to-order piece celebrates body diversity, ensuring a flattering fit for all. With boutiques in Surat, Mumbai, and Jaipur, the brand caters to luxury consumers across Gujarat, Maharashtra, and Rajasthan, while also expanding its digital footprint on platforms like Nykaa Fashion.
“17:17 is for people who want to feel relevant while staying true to themselves,” Simmi explains. She emphasizes that fashion should be personal and comfortable, adapting to today’s fast-paced world without sacrificing individuality.
The brand’s offerings include a variety of designs for special occasions, from bridal wear to festive collections. The women’s line features intricate gold embroidery and colorful floral prints on premium fabrics like silk and tissue. Signature styles encompass saree gowns, lehenga cholis, kurta sets, and tailored jumpsuits.
Recently, the brand has introduced a menswear collection, designed to carry the same refined aesthetic. They have also ventured into lifestyle products with an exclusive crockery collection that mirrors their artistic vision.
One standout range is the Zooni collection, which pays homage to Kashmiri heritage. Inspired by traditional carpet patterns, it brings this rich artistic legacy to life through modern silhouettes and detailed embroidery.
17:17 has gained recognition from major fashion publications, including Vogue India and Grazia. In 2024, the brand shone at Lakmé Fashion Week, with actor Soha Ali Khan showcasing a stunning lehenga that highlighted Kashmiri craftsmanship. Beyond physical stores, 17:17 appeals to audiences online through its website and social media, showcasing its unique design philosophy.
In a world of fast fashion, brands like 17:17 remind us of the importance of personal connection in style choices. They offer a fresh perspective that values tradition and individuality, making every garment not just a piece of clothing, but an expression of who we are.
For more details on the brand, explore 17:17 by Simmi Saboo.
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