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regular-article-logo Monday, 15 July 2024

An exclusive look of Nykaa Fashion’s newest addition — Gajra Gang

A new occasion-wear brand for the 'label-defying woman'

Saionee Chakraborty Published 06.08.21, 08:52 PM

Bright, young and fun. That’s the core of Gajra Gang, a new occasion-wear brand for the “label-defying woman” from Nykaa Fashion. Adwaita Nayar, CEO, Nykaa Fashion| founding team, Nykaa, chats with t2 about the brand’s DNA.

The name is very cool and sounds like a fun, Hindi film, on girl bonding! Tell us about the name...

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Gajra Gang — the name, the brand and the community — is an ode to the woman who refuses to be labelled. It is a reflection of women who, above everything else, want to exercise their freedom to choose and express their individuality in every aspect of life — including their clothes. They also crave judgement-free communities that support these choices. We believe the name Gajra Gang resonates with this feeling of oneness within a community where while we offer multiple choices, we also empower women to fearlessly live life on their own terms. The Gajra Gang woman is neither traditional nor modern, passive nor rebellious, old school nor progressive — neither here nor there. She has the choice to be all of the above, she has the choice to be none of the above! It is this dichotomy that inspires Gajra Gang — a brand and a community that acknowledges that while her choices make a woman stand out, they also unite her with her girl gang.

Gajra Gang — the name, the brand and the community — is an ode to the woman who refuses to be labelled. It is a reflection of women who, above everything else, want to exercise their freedom to choose and express their individuality in every aspect of life — including their clothes. They also crave judgement-free communities that support these choices

Adwaita Nayar, CEO, Nykaa Fashion | founding team, Nykaa

How will you sum up the spirit of the collection?

The spirit of this collection is embodied in the garments: little bit bold, flirty and feminine, yet always free-spirited. Traditional albeit with special touches that make each garment stylish for years to come. Our collection of interchangeable separates is great to curate signature, stand-out looks of your own that express who you are!

The pieces look happy and effortless. It’s definitely a young collection...

Yes, the collection is for the millennial woman who is discovering her signature look — one that resonates with her personality and celebrates it too. It is a label that showcases craftsmanship, tradition and yet is wearable, which is what today’s young women want! Gajra Gang is also versatile enough to let a woman make a choice of how she wants to be: whether she feels like blending in or sparking trends or just being the centre of conversation, Gajra Gang is here to empower her in every choice.

What are the highlight pieces for you?

The highlight pieces would be our range of lightweight romantic floral lehngas, one-shoulder tunics that can be mixed and matched with almost anything, the Chanderi and organza saris. Also, I must mention here the collection of contemporary-cut blouses, versatile bottoms and chic overlays are other favourites since they allow the freedom to create different looks each time.

Tell us about the accessories too...

The accessories from Gajra Gang perfectly complement the garments as they are a beautiful blend of vintage design with a modern handwriting: handmade pearl bags and belts encrusted with beads, stones and sequins.

Who are the perfect Gajra Gang muses?

Our muse is every woman who uplifts another to be fearless and inspires her to shape a life with her own choices. Women who not only thrive in judgement-free communities but also work towards creating them.

Name five Bollywood and Hollywood films on girl-bonding that resonate with the spirit of Gajra Gang...

  • Aisha
  • Coyote Ugly
  • Sex And The City
  • Veere Di Wedding
  • Little Women

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