SJS 20th Anniversary
“Astarte's scope was the human element: decadent immersive characters, bespoke costumes for the band and performers, and a custom-choreographed finale that had to integrate seamlessly into a production already operating at the highest tier.”
The Context
Sonal J. Shah Event Consultants is one of the most recognized names in luxury South Asian wedding planning, and their 20th anniversary called for something that could hold its own against two decades of world-class events. The celebration took place at the St. Regis New York, with an Italian garden theme carried across a full penthouse and ballroom environment designed by Design House Decor. The guest list included the firm's clients, vendors, and collaborators — an audience intimately familiar with what excellence looks like in this industry. Astarte's scope was the human element: decadent immersive characters, bespoke costumes for the band and performers, and a custom-choreographed finale that had to integrate seamlessly into a production already operating at the highest tier.
The Approach
The brief was Dolce & Gabbana filtered through a neo-Victorian lens — maximalist, opulent, and precise. Astarte approached it as a fashion production problem as much as an entertainment one. Each of the characters was built from scratch through a hands-on design process involving local and international designers: brocade suits, floor-length gowns, celestial headpieces, royal crowns, hand-cast baroque armor, and gold-painted feather wings. Every piece was individually hand-embellished, with layered jewelry, gold leafing, custom florals, marble-effect body paint, and tulle detailing ensuring consistency of aesthetic across the full cast.
The same visual language extended to the performers — styling for the evening's singers was treated as part of the same wardrobe system. A custom-choreographed finale unified the entertainment arc and gave the evening a deliberate close rather than a fadeout.
The Outcome
Anniversary events for industry-leading companies carry a particular kind of pressure: the people in the room know exactly what they're looking at. The costuming and performance direction held up against that scrutiny — functioning not as entertainment added onto the event, but as an integrated visual layer indistinguishable from the broader design. For SJS, whose brand is built on exceeding expectations, the production needed to feel like a genuine reflection of that standard. It did.
