Masaba Gupta launches sleepwear line with Nykaa Fashion’s Nykd
Designer Masaba Gupta has joined forces with multi-brand fashion retailer Nykaa Fashion to launch her first ever sleepwear collection for its private label brand Nykd.
Gupta has reimagined her clothing designs as wearable, quirky sleepwear as the designer launches her first collaboration with Nykd, she announced on Facebook. The full sleepwear collection has launched exclusively on Nykaa Fashion’s e-commerce store.
“In terms of designing this range, it was, I have to say, a bit challenging because whenever you think of sleepwear, there is a preconceived notion,” Gupta told Elle India about creating the line.
“There are set things that people like and don’t like. But, at the same time, they are a bit more experimental with sleepwear– it’s like a pair of socks where you might wear the colours and patterns that you don’t typically wear in everyday wear. It’s a balance between being quirky and fun and making sure that what you’re making is comfortable. It was very clear that it has to be an extension of the House Of Masaba signature, which it is, and at the same time, not overlap with what we’re already doing with the brand for ready-to-wear.”
Gupta is known for her bright, bold, and whimsical prints which feature on everything from kurtas to jumpsuits for her brand House of Masaba. Gupta’s sleepwear line mixes bold prints with colour blocking and classic sleepwear fabrics such as satin for her Nykd line. Along with nature-inspired motifs, Gupta designed a custom milk carton print for the collection which features on pyjama bottoms and button-down pyjama shirts.
“Working with Masaba is always an exciting experience– it’s truly inspiring to work with someone who brings excellent creativity with solid business acumen,” said Nykaa Fashion CEO Adwaita Nayar.
“Nykd’s philosophy of giving women a high sense of comfort and freedom gets further celebrated with Masaba’s unique design aesthetic in our collection. I am certain that people will love the easy fits and striking prints!”
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