Meet the duo behind Who Wore What When

Enter Pranay Jaitly and Shounak Amonkar's fantastical world of fashion styling

04 Jul 2025

Briefly after meeting through mutual friends and shared interests, their first official date was at California Bakery in Milan, where they had the crowd-popular bagels. “Every time we go back to Milan, our first stop before even checking into the hotel is California Bakery, always,” confess Pranay Jaitly and Shounak Amonkar, partners in life and at work that they call Who Wore What When. Closer home in India, I meet the celebrity fashion stylists over burgers, art and freewheeling conversations at their Mumbai apartment. I notice the original movie poster of Rekha’s Umrao Jaan (1981) and posters from Adele and Beyonce’s concerts. Fashion, travel, collecting and curating; many shades shape Pranay and Shounak. A fun fact? Before their fashion consultancy was born — now 124K followers-strong on Instagram — a streetstyle photography blog existed, called Diary of a Camera.

“Fashion styling is putting the right pieces together with colours, textures and other things. That’s what we’ve tried to do with our home" — Shounak Amonkar

The first home

Two rooms, a closet room, a living area, a kitchen, a powder bathroom and some undefined but festooned corners: the duo’s first home together since 2021 in Mumbai’s suburb “Used to be our office before the pandemic, you wouldn’t recognise it!” They claim. A red Phulkari dupatta glides on the edges of the sofa that Pranay tells me is almost 30-years-old. “We never consciously go out to buy anything for the house. We’re always somewhere, we see something, we pick it up and figure out where it will fit in the scheme of things.” The home is always a work in progress, indeed.

It takes two to art

Once wayfaring through Udaipur’s tapered lanes, the duo stumbled upon a surprising artwork. A genre exploring body and anatomy drawn with white thread-like ink on canvas. “We did not expect to discover something so visual and evocative like this in Udaipur.” At home, there’s a wall stamped with magnets from Switzerland and Poland to Jordan and Bali. The corners hold pieces like a kalamkari fabric panel on wall dyed in cow’s milk, made by Tilak Reddy in Andhra Pradesh; a five-faced Ganpati from Benaras; coffee table books of fashion’s great names like Tom Ford and Kate Moss by Mario Testino. “The Salvador Dali art took us the longest to decide as it was an investment and a realisation of what owning this original work would mean!”

Once upon a time in Milan

When they met, Shounak was studying accessory design at Domus Academy and Pranay was pursuing product designing at Istituto Europeo di Design. Through their months in Milan, the duo attended key events like Salone, fashion weeks, art exhibitions. Eventually Who Wore What When came along, “Because we largely covered what people were wearing around fashion weeks. I was really inspired by it as it was also my first exposure to the fashion world,” Pranay says.

Fashion, fragments and Bombay

“Every morning I’d see everyone fully dressed up in the most beautiful way, going to work on bikes. A man with a three-piece suit on a bicycle…” What I love about Bombay is very similar to what I felt in Milan; live and let live, tells Pranay. Shounak muses, “Like how fashion styling is putting the right pieces together with colours, textures and other things. That’s what we tried to do with our home.”