Manish Malhotra, the celebrated designer making his debut as a film producer with "Gustaakh Ishq – Kucch Pehle Jaisa," has revealed his reasons for casting Fatima Sana Shaikh in the lead role. At the trailer launch of the film, Malhotra explained that Shaikh was his first and only choice for the part, as he envisioned her embodying a classic heroine with grace, elegance, and old-world charm.

Malhotra expressed his excitement about showcasing a new side of Shaikh, stating, "She has never been seen as a 'heroine' in the classic sense—wearing the dupatta and carrying that delicate nazaakat". He emphasized that Shaikh, despite her wonderful performances in the past, has never been presented in this traditional, soft light.

Recalling the casting process, Malhotra shared that he proposed Shaikh's name during a discussion with his team. He remembered asking, "Why not Fatima? She's very petite, beautiful, and has always given wonderful performances...". Malhotra then contacted Shaikh, who responded positively and promptly after reading the script. "I sent her the script around 8 o'clock in the evening, and just as I was about to sleep around 11:30 pm, she messaged me saying, 'I'm doing the film.' We had many conversations after that," Malhotra recounted.

In addition to Shaikh, "Gustaakh Ishq" also stars Vijay Varma and Naseeruddin Shah. Malhotra explained the decision to cast Varma, noting that his name came up during discussions with his team. He felt Varma would be perfect for the role, especially since he and Shaikh knew each other. Malhotra described Varma as an intense actor with the looks and presence to convincingly carry a romantic role. "Vibhu and my team had many discussions about the cast. I remember we were sitting in my atelier when Vijay's name came up. I immediately said he would be very good for this role because we both knew him professionally, and he's always been an intense actor".

Directed by Vibhu Puri, "Gustaakh Ishq" is a romantic drama exploring themes of passion and unspoken desire. Set against the backdrop of Old Delhi and the fading kothis of Punjab, the film promises to be an evocative love story. The film's creative team includes music by Vishal Bhardwaj, lyrics by Gulzar, sound design by Resul Pookutty, and cinematography by Manush Nandan.

Malhotra's transition from fashion designer to film producer with his Stage5 Production banner signifies his deep appreciation for storytelling, emotion, and cinematic aesthetics. His meticulous eye for detail is evident in the film's costume design and atmospheric visuals.