Published
Aug 24, 2021
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Nykaa Fashion launches new private label Gajra Gang

Published
Aug 24, 2021

Multi-brand fashion retailer Nykaa has launched a new private label womenswear brand ‘Gajra Gang’ designed to offer occasion wear for the modern Indian woman.

An occasion wear look by new label Gajra Gang - Nykaa Fashion- Facebook

 
Gajra Gang launched its first collection of brightly coloured traditional and fusion style occasion wear on Nykaa Fashion’s e-commerce store. Nykaa’s latest private label offering also launched a dedicated Instagram account, designed to build a community around the young label.
 
“It often strikes us at Nykaa Fashion that the greatest gift, particularly for a woman, is the right to choose,” said Nykaa Fashion CEO Adwaita Nayar, the brand announced on Facebook.

“Not only do women want to express their individuality in all aspects, from their clothes to bigger life decisions, they also crave judgement-free communities that support these choices. With Gajra Gang's assortment and social media community, we will strive to do both: inspire as well as support women to fearlessly build the lives of their choice.” 
 
With a selection of kurtas, fusion style lehengas, dresses, and kaftan-esque tops, Gajra Gang presents a youthful take on occasion wear. Silhouettes are largely relaxed and lightweight, a response to the changing consumer tastes brought about by the pandemic. 
 
“The role of fashion in these stranger-than-fiction times has been tantamount to personal expression,” Nayar told Vogue India about the brand’s inception.

“Sequestered within our homes, we found a new relationship with clothes, where pieces that spark joy gained top-drawer status… 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.”
 
Pieces are also designed to be mixed and matched for greater versatility, another response to the trend towards buying less occasion wear, due to economic constraints and an increased focus on sustainability. The collection is priced at Rs 2,000 ($26.98) to Rs 12,000 and is available on Nykaa Fashion’s e-commerce store.

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