New Delhi [India], April 3: Palak Shah, Founder of Exhale Label, has been honored with the prestigious ET Now Business Conclave Award for establishing as an emerging fashion brand, a testament to this philosophy. The award, presented by Union Minister Jitendra Singh along with Rohit Chadda, COO & President – Times Network, marks a milestone in Shah’s journey from a visionary entrepreneur to a trailblazer in the field.
What started as a dream of becoming a clinical psychologist evolved into a pursuit of self-expression and authenticity through design. Palak Shah, founder of Exhale Label’s journey is one marked by unexpected twists, self-realization, and a commitment to empowering others through design.
An Apparel & Manufacture graduate from SNDT Women’s University in Mumbai and an Associate’s degree holder in Fashion Design from Parsons School of Design in New York, Palak has spent a decade crafting a remarkable career in the fashion industry. Her journey is defined by a strong commitment to mental health advocacy, empowerment through design, and fostering community connections.
Exhale Label is not just a fashion brand; it is a movement built on mental health awareness, self-expression, and inclusivity. The label transcends clothing—each piece is a statement, a celebration of individuality, and a reminder that everyone has a story worth telling. Inspired by her own struggles with insecurities, particularly surrounding her skin color, Palak created a brand that fosters empowerment and positivity, paving the way for a more inclusive future. What makes Exhale Label even more remarkable is its growing celebrity following. Icons like Kareena Kapoor, Kriti Sanon, and Sonakshi Sinha have not only embraced the brand but have also purchased pieces like the “Fragile” design, proudly sharing them on social media. This celebrity endorsement highlights the brand’s cultural relevance and its ability to resonate with those who value authenticity and self-expression.
Exhale Label aims to unite individuals who have faced body shaming, mental health challenges, and the weight of insecurities. The brand’s message is clear: “Everyone has a story.”, and fashion is the medium to express it.
The brand stands for authenticity, quality, and kindness, rooted in the belief that fashion can be a powerful vehicle for connection and conversation. Exhale Label is more than just a brand—it’s a community where people from all walks of life come together and feel valued. Every day, when we choose an outfit, we are making a choice that reflects our emotions, often deeper than we realize. With every piece, Palak aims to create a space where individuals can express their true selves, free from the constraints of societal expectations, and wear their emotions with pride.
Having won two awards for Best Menswear and Best Collection at SNDT’s prestigious fashion show, Chrysalis, it was a defining moment in her life, one that validated her instinct to pursue design, and it marked the beginning of her journey in the fashion industry.
Palak’s journey began as an intern at one of India’s most iconic fashion brands, House of Masaba, where her talent quickly propelled her to the role of Head of Design. This experience laid the foundation for her seamless transition into the international fashion scene, where she honed her craft alongside renowned names like Jay Godfrey and the prestigious luxury house, Vera Wang. Through these collaborations, she gained invaluable exposure to global markets, mastering the art of high-pressure, fast-paced environments while refining her expertise in advanced fashion techniques.
What sets Palak apart in India’s fashion landscape is her visionary approach to fashion as a platform for empowerment and personal storytelling. Through ‘Exhale Warriors’, Palak created a space for individuals to share their journeys related to mental health, self-discovery, and overcoming challenges. In a country where mental health has long been taboo, Exhale Label had the first-mover advantage, starting the conversation as early as 2018—before 2020 helped normalize it. The initiative fosters a supportive community and promotes the message that “It’s okay not to be okay.” Each piece from Exhale Label embodies an ‘Exhale Warrior’s’ story, symbolizing the brand’s commitment to weaving design with personal narratives. It brings together those who have faced insecurities, body shaming, and mental health struggles, offering them a place of understanding and celebration.
As Exhale Label evolves, Palak remains focused on creating clothing that not only makes people look good but also feel good. The brand’s bold designs reflect its dedication to inclusivity, while its commitment to fair trade and ethical practices establishes it as a beacon for responsible fashion. Exhale Label is more than a brand—it’s a celebration of stories, struggles, and triumphs, a platform for individuals to embrace who they are and wear their identity with pride. In Palak Shah’s words, “Our mission is to create pieces that make you feel seen, heard, and valued.” Exhale Label invites everyone to join in, wear their story, and exhale with confidence.
About Exhale Label
Exhale Label is a forward-thinking ethical fashion brand that specializes in athleisure and streetwear, dedicated to creating affordable, comfortable everyday wear that nurtures the mind, body, and soul. With a mission rooted in promoting mental well-being, Exhale Label strives to foster a community that values open dialogue about mental health and personal stories. The brand offers a diverse range of products, including t-shirts, hoodies, and sweatsuits, all thoughtfully designed to spark conversations around self-expression and mental health. Exhale Label has made its mark in the fashion industry, earning recognition in prestigious publications like ‘Vogue India’ and ‘The Hindu’ for its innovative approach. The brand has also garnered widespread celebrity admiration, with high-profile figures such as Alia Bhatt, Deepika Padukone, Karan Johar, and Kareena Kapoor championing its designs. Additionally, Exhale Label has made notable appearances in popular media, including Netflix, further cementing its cultural relevance. Beyond fashion, Exhale Label is deeply committed to social impact, regularly collaborating with nonprofit organizations such as Angel Express and Cooper Hospital. Through these partnerships, the brand actively supports various causes and initiatives that aim to empower communities and promote positive change.
Divya Agarwal
