Who Wore What When

Based in Mumbai

Founded by stylists Pranay Jaitly and Shounak Amonkar, Who Wore What When is a fashion consultancy known for its versatile approach to styling and narrative-driven aesthetics.

What began in Milan as a street-style blog capturing the essence of Italian fashion has today evolved into a dynamic styling brand.

The duo first met while studying in Milan—Pranay pursuing Fashion Design and Shounak specialising in Accessory Design. Their shared love for design, art, and storytelling led to the creation of Who Wore What When, initially a blog that soon grew into a styling platform. Upon returning to India in 2015, their first breakthrough came with a creative project for designer Gaurang Shah, which quickly garnered attention across magazines. Soon after, they were approached by actress Vidya Balan's team for the promotions of Kahaani 2, marking their entry into celebrity styling.

Ever since, Pranay and Shounak have collaborated with a roster of talent, including Radhika Apte, Kalki Koechlin, Chitrangda Singh, Diana Penty, Konkona Sen Sharma, Rajkummar Rao, Siddhant Chaturvedi, Kunal Kapoor, Jim Sarbh, and Radhika Madan, among others. They have also styled personalities such as chef Vikas Khanna and worked closely with designers like Falguni Shane Peacock.

Their editorial and advertorial work spans publications like Vogue India, GQ India, Filmfare, Peacock Magazine, Cosmopolitan Italy, L’Officiel Greece, The Man, and Mint Magazine.

With a keen eye for detail and an instinctive understanding of colour, texture, and design, Pranay and Shounak have also extended their expertise to runway styling at Milan Fashion Week. Their work is defined by versatility—seamlessly transitioning between editorial, commercial, celebrity, and private styling—always ensuring that every look reflects the personality of the individual and tells a visual story.

Social Media Handle:

- Instagram - @who_wore_what_when | @pranayjaitly | @shounakamonkar

Website: whoworewhatwhen.in