Gajra Gang is a new private label launched by Nykaa Fashion

24th August 2021, Mumbai:

On Nykaa Fashion's e-commerce shop, Gajra Gang debuted its first collection of brilliantly colored traditional and fusion style occasion attire. Nykaa's newest private label also debuted a dedicated Instagram account, with the goal of creating a community around the brand.

Nykaa Fashion CEO Adwaita Nayar stated on Facebook, "It frequently strikes us at Nykaa Fashion that the greatest gift, particularly for a woman, is the ability to choose."

“Women not only want to show their uniqueness in all parts of their lives, from their clothing to major life decisions, but they also want judgment-free societies to support these choices. We will aim to achieve both with Gajra Gang's collection and social media community: inspire and assist women to pursue the life of their dreams.”

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Gajra Gang offers a young twist on occasion wear with kurtas, fusion style lehengas, gowns, and kaftan-esque tops. The loose and lightweight silhouettes are a response to the shifting consumer desires brought on by the epidemic. About the brand's beginnings, Nayar told Vogue India, "The role of fashion in these stranger-than-fiction times has become akin to personal expression."

“Within the confines of our houses, we developed a new relationship with clothing, where items that bring us delight were elevated to top-drawer rank... Nykaa Fashion picked up on cues from consumers and their shifting lifestyles over the course of the previous year to create brands and categories that addressed new needs.”

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Another reaction to the trend of buying less occasion wear owing to financial limitations and an increased focus on sustainability is that pieces are intended to be mixed and matched for more versatility. The collection is available on Nykaa Fashion's e-commerce shop for Rs 2,000 ($26.98) to Rs 12,000 rupees.

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