Each brand tells its own unique story. At Nykaa Fashion, we have a special curation of homegrown brands with compelling stories that we like to call our Hidden Gems. For our first Hidden Gems Bazaar, we went behind the scenes to get better acquainted with the stories of these five homegrown labels.
HOUSE OF FETT
Esha and Abhinav love to get inspired by the crafts and traditions from places they visit and enjoy finding ways of incorporating the craft into western silhouettes and the latest runway trends. The label @houseoffett also tries to sieve down runway trends into shapes that are easy and flattering for the Indian woman
Sister duo Mamta and Vidhi began Zariin with a vision to contemporarize Indian heritage skills and bring them into an accessible space with a global audience. The artisanal workmanship and finish of their “modern Indian” jewellery is given a timeless finish with gold plating that is warrantied for life.
Lavanya Aneja has created an inclusive label with expert corsetry especially for girls with Indian body types. Each design begins with surplus fabric that would’ve been thrown out and is given a new lease of life through Lavanya’s creative vision. @leaclothingco caters to the fun, flirtatious, and unapologetic side of every girl
@ellementryhome is a homeware brand that brings a balance between form and function, aesthetics and application, modernity and tradition. The brand celebrates the fine craft of papier-mache and helps support the few remaining artisans that possess this skill. The founder, Ayush Baid, says that their work is a nod to nature and craftsmanship, while bringing an Indian essence to the customer.
The founding duo, @reenakakralia and @ruchi_kakralia set out to tell stories through craft, weaving and embroidering traditional patterns in a fresh way to give a new life to the age-old handicrafts that Jaipur is known for. The @baisegaba woman is modern yet rooted in her culture.