New York Fashion Week (NYFW) is no stranger to surprises. But, on September 13, 2025, the spotlight turned in an unexpected direction when South Asian Herald’s Founder and Editor-in-Chief, T. Vishnudatta Jayaraman, took to the runway for Paaie’s showcase at The Edison Ballroom in New York City.
It was a rare moment when “journalism and fashion” intersected, with the storyteller stepping into the story, and embodying the very culture he has long championed.
For the Paaie family, having Jayaraman represent their brand at the NYFW was more than symbolic; it was a statement of unity between media, community, and couture.
“Having him there, meant so much, not just for me, but for all of us,” shared co-founder Yashvi Gupta, noting that his presence gave their “work more meaning and helped connect South Asian culture, media, and fashion on such a huge stage.”
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Her sister and co-founder, Riya Gupta, echoed that sentiment: “It’s inspiring to see someone like him, the Editor-in-Chief of South Asian Herald, support and stand with us on such a big platform.”
For Jayaraman himself, the walk was more than a fashion appearance. “I feel immensely proud to represent Paaie, our very own local brand. Not only did I enjoy walking the runway at NYFW, but I also made meaningful connections with so many accomplished individuals from diverse fields who came in force to show their support for Paaie,” he reflected.
Jayaraman expressed his gratitude to the Guptas for the opportunity.
The decision to have a media leader close to the South Asian diaspora walk the runway underscored Paaie’s ethos: that fashion is not only about garments, but also about stories, voices, and identity. By bringing a journalist into the spotlight, Paaie highlighted how “fashion and journalism” can work hand in hand to carry the community’s narrative across global stages.
Mayank Gupta, owner of Paaie, emphasized that Jayaraman’s presence added “immense credibility to their platform” while helping amplify the voice of the community.
In a week defined by bold silhouettes and glittering couture, it was this unexpected collaboration, a media figure stepping onto the runway that reminded guests that South Asian identity is not just being worn, it’s being lived.
For the South Asian diaspora worldwide, the image of an editor walking the NYFW runway for a South Asian brand marked a cultural milestone: the pen and the runway, side by side, telling the same story.
Paaie marked its fifth appearance at NYFW this year, reinforcing its standing on one of the world’s most prestigious fashion platforms. The brand staged four consecutive shows featuring over 55 models from across the United States and Guyana.
Miss Universe Guyana 2025, Chandini Baljor, headlined the runway as the showstopper, bringing international spotlight to the collection. Joining her were other prominent participants, including Miss India USA 2025 Caitlin Sandra Neil, Miss Teen India USA 2025 Arshia Kathpalia, Mrs. India USA 2015 Leena Keshwani, and Mrs. India USA 2025 First Runner-Up Sapna Mishra.
