We don’t live in a black and white world. An either/or reality. Truth is, we all are a little bit of everything, and then some. Nykaa Fashion’s Gajra Gang that launches today celebrates this harmony in ambiguity. “We wanted to introduce a brand that would fill the wardrobe void for a high quality, occasion-wear label to match the fashion dynamism of today’s Indian woman,” says the CEO of Nykaa Fashion, Adwaita Nayar. “With Gajra Gang, we wanted to speak about the freedom of choice and the power fashion has to offer in making those choices,” she continues.
The role of fashion in these stranger-than-fiction times has been tantamount to personal expression. Sequestered within our homes, we found a new relationship with clothes, where pieces that spark joy gained top-drawer status. Hybrid ways of wearing, too, became a pandemic takeaway— “power-casual” and “waist-up dressing”. Nykaa Fashion, in the course of last year, picked up on pointers from people and their changing way of life, to provide brands and categories that responded to new needs. A home line in May, lingerie, sleepwear and athleisure under the umbrella brand of Nykd All Day, as well as Pippa Bella, Twenty Dresses and RSVP to fill wardrobes with runway trends at accessible price points. With Gajra Gang, the e-commerce brand is giving us ‘India Modern’ separates that can be mixed and matched to create our own individual sartorial sensibility.
In the midst of Nykaa Fashion’s latest ready to wear collection of modern occasion wear, and news of the group filing for a Rs 4,000 crore IPO, we spoke to Adwaita Nayar, CEO of Nykaa Fashion, on what’s in store, now and in the future.
Why Gajra Gang and why now?
We believe people are using any and every occasion to play dress up, even as the festivities take on a more intimate avatar. There is certainly a more playfulness and experimentation in festive or occasion wear, with ensembles fashionably fusing contemporary with traditional, to create an individual statement. Women are looking for more versatile options and separates that give them the freedom of choice to style their own signature looks. We were keen on creating a collection that can be styled in multitudes of ways. The choice is yours to throw on a belt, tie a knot at the end of your tunic or pair your kaftan with a dhoti. With interchangeable separates there’s no limit to expressing yourself. The collection is priced at Rs 2,000 to Rs 12,000.
Does the gajra have a particular significance in the collection?
“Wearing flowers in your hair to mark something celebratory is consistent throughout the country and continues to be a much loved tradition for women across generations. The fact that women can be fiercely feminine, celebrate their beauty, yet be total badasses is in sync with the spirit of Gajra Gang, the name, the label and the community.”