“Wings of hope carry us, soaring high above the driving winds of life.
Clouds come floating into my life, No longer to carry rain or usher a storm,
But to add color to my sunset sky.” – By Tagore

Shantilal
For as long as one can remember, a groom has been dreaming and musing about his wedding, everything from the big to the tinniest details. For a groom, a sherwani is much more than a piece of garment. It represents himself, his vision and his journey of a lifetime. It captures his thoughts and feelings. It captures a long-held dream finally turning to reality. And this brand pays homage to these facets. It’s richly detailed to capture the many nuances of the groom and this incredible time.
Fashion Icon is an exquisite designer manufacturing house synonymous with a contemporary bespoke experience in the Indian fashion arena. The company has launched an exclusive men’s ethnic wear collection under the brand name “FEONN”. Each garment at our company is a symphony of minimalistic sensibility, fluid tailoring and sophisticated detailing. We cater to an elite clientele – sartorially inclined individuals who know and understand the value of the bespoke fashion. Our artisans invoke the highest level of craftsmanship to create pieces that transcend barriers of traditional expectations while retaining the DNA of the craft itself.
FEONN is a culmination of Mr. Shantilal Rita and his team’s creative spirits, their love for handmade craftsmanship and devotion for Indian heritage.
Mr. Shantilal Rita started this brand with one goal in mind: to design high end pieces for men like themselves- free-spirited, brave and who make their own rules, someone who walks the line between heritage and modernity with élan. Being born and brought up in Kutch, his passion for Indian artisanal excellence and his enthusiasm for modern innovations gives birth to a unique aesthetic; one that is quintessentially Indian yet distinctly global.
FEONN is always reckoned for its perfect cut, finish, and its work-of-art in keeping with the world-wide era of ethnicity. This brand has successfully carved a niche for itself with its novel creations and is now spreading its wings all over with the dealer’s network strength of over 500 across India, and overseas as well including Dubai, United Kingdom, South Africa, Australia etc, whose products are available with up-market retail chain of showrooms.
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Mr. Shantilal Rita’s son Dhairya Rita, who completed his fashion designing from INIFD institute, and graduated in Accounting & Finance from HR college of commerce & economics, has joined the company to support his father through influencing his creations, vision and designs. Dhairya’s distinct design aesthetic features glorious drapes, geometric patterns, crisp silhouettes and focuses on contemporary clothing for new-age individuals.

The color palette of your sherwani plays a key role in showcasing your own personality and story.

Fortunately, the modern groom has ample choices to pick from. Gone are the days when you could only go for the traditional red and gold combination.

At FEONN we’ve been letting offbeat, subdued tones do the talking since the beginning and our palates have been loved by grooms all over the world.