11.11 is the brainchild of Smita Singh Rathore and Shani Himanshu, born in Milan way back in 2003- it is a living example of a passion for design and an enduring enthusiasm for creation. Smita and Himanshu both have worked for various international labels during their stay in Italy including Diesel, Neil Barrett, Levi’s, Pachamama, Gas Jeans and 55 DSL. In 2006 the duo moved back to their roots in India to set up their own Studio in New Delhi called CellDSGN The studio’s philosophy is “balanced design”. It strives to create a balance between functionality and aesthetics. The studio undertakes design projects of which fashion is one of them. The studio is located in the Haus Khas village, overlooking a lake in the heart of Delhi. The studio has a team of dedicated talents of diverse backgrounds contributing to the common cause of balanced design– architects to artists, communication professionals to stylist- the cohort’s common language is swiftly evolving.