"Dress how you want to be addressed"
Meet the high spirited woman who redefined Indian cultural ethos through its modest cuts, elegant embellishments and handcrafting to enable Indian women make an instant statement. She is none other than NITYA BAJAJ - An extremely talented Indian fashion designer who is among the most influential and dynamic youth fashion icons in India. The designer Indian label specialises in luxury evening wear.
Nitya Bajaj : The Person
Born and brought up in New Delhi, she’s the eldest child to her parents and underwent quality convent education. With Highly qualified parents and a tourism background, Nitya was exposed to Indian arts, history and culture from the very beginning.
Since childhood she loved arts & painting and was one of the brightest art students in school. She won many laurels for her school in National and International painting competitions. Nitya’s childhood love for cutting her grandma's sarees and her inclination towards creativity in design led her to fashion.
Nitya gained her education in fashion from National Institute of fashion technology in 2008, spilled epiphany that compelled her to discard conventional fashion design and explore evening wear in a new dimension with artisanal craftsmanship.
After Graduation Nitya Bajaj went on to take part in the reality show “Lets Design”, which saw contestants compete to create the best clothes using a limited amount of resources and within strict time constraints. From there she never looked back.
Before going on to set up Label Nitya Bajaj, the designer did an internship with Orient Craft, a leading export house, where she designed knitwear for brands such as Zara, Next and Abercrombie and Fitch. She also worked for the multi-designer store Kimaya in New Delhi, handling the creative styling and brand aesthetics. Enthused with her passion for fashion, Nitya acquired experience from designers like Ankur and Priyanka Modi, Prashant Verma and Pam Mehta.
2008 was a big year for Nitya. She was chosen as one of the finalists of Wills Lifestyle’s ‘The Debut’, an initiative which encouraged fashion students by recognising and rewarding extraordinary talent. From there she was encouraged to establish her own brand and commenced her entrepreneurial journey.
Nitya Bajaj : The Brand
Label NITYA BAJAJ came into existence in 2011 and specialises in luxury contemporary, traditional Indian evening wear & statement neckpieces. The label celebrates womanhood through its creation of elegant and feminine pieces.
The designer brand represents multicultural, multifaceted lifestyles of women today, who believe in elegant, luxurious, timeless pieces of art as clothing. Every handcrafted piece by Label Nitya Bajaj is a fine expression of individuality. The brand is synonymous with ethereal luxury.
The label takes pride in its craftsmanship, detailing and its signature collection of western gowns, dresses and skirts which carry an international appeal, while maintaining the core Indian-ness of design.
In 2008 label Nitya Bajaj got its first international buyer from Libya, which was followed up by purchases from New Zealand, Australia and the UK.
Label NITYA BAJAJ received a special mention award at Swarovski Jewellery Design contest 2011 after which a special line of evening wear made with crystallized elements was presented at the EPCH jewellery expo. The label showcased their very first Summer resort collection at Lakme Fashion Week 2012 followed by two seasons at Pune fashion week in 2012 & 2013 and Rajasthan fashion week 2013.
From designing an exclusive resort-wear and neckwear line for the contestants at the Kingfisher Calendar Hunt 2013 to private previews with brands like Shri Raj Mahal Jewellers, Nomarks and VLCC, the brand has done it all.
The designer has also collaborated with global brands such as Swarovski, La Bante and Johnny Rocket, creating bespoke limited edition pieces for them.
All this has led to huge amount of international recognition & today the brand is housed at various multi-brand boutiques in India, Indonesia, London and Dubai.
Designer Nitya Bajaj believes in service to humanity. As a part of their social responsibility, Label Nitya Bajaj contributes a portion of their profits to charity with the belief that it’s essential to give back to the community.
The brand supports ‘Joining Hands’ - a Mamta Charitable Foundation which fights starvation in India by providing free food to the underprivileged. Besides that, Label Nitya Bajaj is also associated with Nirmal Seva, Arya Boys Gurukul and Arya Kanya Gurukul to support education in India by providing free education and basic amenities to the deprived children of India.
Being a one man army, Nitya's biggest strength is her self belief. That is backed up by a hardworking team which is more like a family.
The ever so stylish Nitya with her elegant personal style is always curious to know about upcoming trends, forecasts, designers and their collections across the world.
She firmly believes that one learns everyday. Her love to learn and letting knowledge come from anywhere and everywhere keeps her updated.
Nitya believes that fashion is an individuality that defines a person and admires international designers Giambattista Valli & Elie Saab for their fashion sense.
NITYA BAJAJ is dazzled with her intricate details and its strong sense of beauty. Besides an illustrious list of Indian actresses like Sonam Kapoor, Parineeti Chopra, Gauhar Khan, Jacqueline Fernandez, Minissha Lamba, Prachi Desai, Sonal Chauhan, Vidya Malvade, Riya Sen, Raima sen, Kalki Koechlin, Shibani Dhandekar, Payal Rohatgi, Kanishtha Dhankar, Mallika Haydon, Sonakshi Sinha, Nimrat Kaur, Neha Dhupia, Mugdha Godse, Huma Qureshi, Tara Sharma and Karishma Tanna to name a few; the brand has been encouraged by Fashion magazines like Vogue, Harpers Bazaar, Elle, Cosmopolitan, Marie Claire, Femina, Hello, Hi Blitz and Stardust.