NEW DISCOVERIES WITH NYKAA FASHION’S “HIDDEN GEMS” CURATION

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Nykaa Fashion, the multi-brand fashion e-commerce platform, continues to present elevated fashion choices to consumers through irresistible curations that spotlight, not just brands but their backstory too. In an ongoing effort to celebrate and bring to fore local fashion brands from across the country, the platform proudly presents the New Edit of Hidden Gems – a curation of homegrown labels sieved and handpicked by the discerning style experts at Nykaa Fashion.This curation stays true to the ethos of Hidden Gems by beautifully capturing the spirit of textile traditions while interpreting global trends and advancing craft techniques.

The new collection of Hidden Gems presents homegrown labels from across the length and breadth of India, offering a mix of traditional and contemporary women’s fashion, with a focus on niche and diverse design talents that deserve to be discovered.Discover traditional staples in this new edit, such as sarees, lehengas, shararas and ghararas, salwar suits, kurtas, and kurtis, or choose to experiment with fusion separates, dresses and jumpsuits. Look out for brands from the North region such as Nuhh, Baise Gaba, Gulabo Jaipur, Kapraaha Alter Ego, and Maati by Neha Kabra; from the Western India we present Label Shaurya Sandhya, Dhaaga Handicrafts London Rag, TISSRand Fuchsia by Aashka Mehta; talents from the Southern states include Bhavya Ramesh, All About June, Ewoke, Odette and House of Three and the East comes to life via Label Nitika and Zohra.

There’s also a wide variety of accessories, such as jewelry, bags, and footwear with labels such as Paio and Oceedee for handcrafted footwear, Joules by Radhika for irresistible Kundan jewelry, and Peepal by Amama with their vintage-inspired jewels, and there are a host of bags and clutches in different materials by brands such as Eridani, A Clutch Story, and The Leather Garden.

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What makes the Hidden Gems Edit special is that each brand has undergone a quality check for its products and processes, to make sure that you get the best of craft and design.The wide range of women’s wear and accessories give a nod to traditional aesthetics that have been reinterpreted to match modern trends. These styles make the new curation perfect for special occasions and intimate gatherings, as it features regional craft techniques such as hand block printing, Bandhani, Chikankari, Leheriya, Gottapatti,Chanderi and many more.

Nykaa Fashionis committed to enabling shoppers to discover the best of homegrown brands while ensuring the story and the process behind the craft finds due visibility across its web, social and app platforms. These labels not only deserve your attention but also a place of pride in your wardrobe.