Sunitha Scharma Interview
Q. Your content often bridges the traditional with the modern, a saree in a scenic landscape, jewelry styled with global flair. How do you see culture evolving through fashion and travel together?
Culture, like personal style, is constantly evolving. Especially today, with social media exposing us to various cultures from around the globe, we are better equipped and enabled to adapt and evolve.
To me, fashion, specifically personal style, is a way to express myself creatively. And I draw inspiration from all around me, carrying a bit of everything I see and everyone I meet with me. Travel fuels this evolution. Every place I visit and the people I meet influence me and my style tremendously.
While I stay rooted to my tradition in many ways, I find ways to creatively adapt myself too. This could mean picking up a traditional hair pin from China and adding it when draping a traditional pattu saree, or picking up evil eye bracelets from the cobbled by-lanes of Istanbul and using them to accessorize my desi coord set in paisley print. Fashion and travel together help transform culture, visibly.
Q. Sarees are timeless, yet social media thrives on trends. How do you ensure the saree stays a living narrative rather than a nostalgic costume?
That’s where what we truly believe matters. To me, saree is much more than just a garment. I grew up watching my mother and grand mother drape the most gorgeous cotton sarees, and these sarees were a seamless part of their everyday lives. I started finding excuses to wear them from when I was thirteen. They have become a part of my identity now.
And this is where using social media to show how sarees are intrinsically linked to my everyday life becomes important. Using trends to drive this message deeper is something else I have been working on. Working closely with brands that have the same mission, working with brands to educate my followers about the different weaves and crafts found in India, are all ways to keep this narrative alive.
Recreating looks of famous actresses and personalities also helps keep this magic alive. I try to show how versatile sarees are, and how seamlessly they fit into our modern lives.
Q. You’ve built multiple creative spaces, from @letsneverunpack to your preloved store. What does unpacking mean to you beyond travel bags?
Slowing down and sitting with myself to learn who I am, layer by layer. And this is a practice I swear by. I journal everyday, and I have something called a ‘brain dump’ journal. Before I go to bed, I empty all my thoughts into this journal. I helps me understand things better, more from a third person’s perspective.
I want my travel stories on @letsneverunpack to be much more than pretty pictures and fun videos. I want it to be a platform where I unpack my experiences with my followers, offering much more value to everyone. Same goes for my preloved page. It is for my garments to have lives beyond mine, a way for them to be more eternal in today’s fast paced world.
Q. You’ve explored 'preloved fashion' long before it became a buzzword. What story do secondhand clothes tell that new ones can’t?
There is a certain warmth to it that new clothes don’t have. It gives me a feeling that we are a part of something bigger, the sense of belonging only a sisterhood can bring. Preloved clothes bring with them a sense of connection and nostalgia.
I love new clothes too, they are beautiful. But preloved clothes, especially if they are from close family members or friends, mean a lot more to me. They keep the memories alive. Jewelry, especially jewelry!
Q. Many of your looks carry a sense of emotional texture, like memories woven into fabric. Has there ever been a garment or piece of jewelry that changed the way you saw yourself?
Absolutely! This happens every time I wear something that belongs to my mother, sisters, or friends. Which is why every time there’s an event or function, I shop from their wardrobes first. These borrowed garments and even accessories, boost my confidence in a rather profound way.
Fashion is not just about the way we look, but also about the way we feel. And these borrowed garments and accessories make me feel powerful.
Q. If your wardrobe could speak, what would it say about the woman you’ve become?
I often share little anecdotes about my childhood on my page, about how my style has evolved with me. I have been creating content on social media for a little over ten years now. My followers have seen it all, the embarrassing fashion experiments to gradually finding my style through trial and error.
My style is an expression of my mood, my energy and my interests now. Constantly evolving, but the love for comfort and a general acceptance of what works and what doesn’t are evident in every choice I make.
My wardrobe is a treasure trove of memories, each piece a testament to my growth. You will be able to tell what my likes and fears are based on the silhouettes I choose/ avoid, the colours I pick/ don’t pick and the pieces I repeat.
I see myself as a woman who is comfortable in expressing herself through her outfits, someone who experiments without straying too far from traditions and values she holds close. And I think that message is loud and clear to everyone who chooses to listen.
Q. Social media often rewards perfection. Yet, your work feels deeply human and warm. How do you protect authenticity in a space that thrives on curation?
I think this is an internal battle every content creator has. Almost all of us have hard disks full of content that will never see the light of the day as they are not 'perfect' enough. Talking to my followers over the years has helped me realize that what truly matters is connection and not perfection on screen. Every content has to be created intentionally. And that is what my online community relates to.
Q. You travel often, sometimes with a saree in hand. What have these journeys taught you about belonging and identity?
I have realized over the years that I can belong anywhere without losing my identity. Identity, like personal style, is fluid. I have had people come up to me and ask me about my outfits, about their history, how they are linked to our culture, and even where they can find them. And these interactions have only motivated me to do it more often. So I am not losing my identity, but strengthening it by sharing it with other communities.
Q. If you could design one campaign that merges fashion, travel, and sustainability — what would its message to the world be?
High Heel Confidential, the fashion blog, had done a fashion movement back in 2018 called the traveling saree. There was this stunning saree that united women from different walks of life on Instagram. The ‘traveling saree’ traveled from one woman to another, celebrating them on its journey. The saree found itself being a part of some important events, from a protest in Bangalore to a panel discussion in Ahmedabad. It was supposed to reach me in Kerala during the 2018 flood, but it got rerouted.
This is a campaign that had a very clear message : that fashion isn’t disposable. It is very much a part of who we are, what we do and think. I would love to hold such campaigns, that would bring together not just women, but everyone from around the world. It will be a map of people, places and their stories.
Bio:
I am a personal style content creator focusing mainly on Indian textiles, jewelry and DIYs. I have been in the content creation space for a little over 10 years now. I have this huge respect and love for Indian textiles and I have been using my platform to talk more about our art and craft, and handloom heritage. After my masters in retail marketing from IIM Bangalore I worked as a senior merchandiser for a UK based fashion brand for a couple of years before switching to content creation full time. What I enjoy the most is working closely with homegrown brands in styling their products. In addition to content creation, I also work as a product marketing consultant, helping brands plan and execute their online marketing campaigns.
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