Nuksha launches premium Asian Fashion Website
Nuksha is the ultimate, ethnic-inspired fashion brand that creates a perfect balance of elegance and style. The online home for stylistas and trendsetters, Nuksha features the work of designers worldwide, who have collaborated their prowess to provide style-conscious consumers with premium fashion designs and collections. Launched in July 2011, Nuksha sets rather than follow trends. Favouring quality over quantity, each design showcased on the site has its own personality, making it unique in its own right. The philosophy is to bring stylists and trendsetters into one online space to share ideas and be inspired. The Gallery section of the website provides an arena for trendsetters to talk to each other about the designs and fashion trends in general. So everyone who visits the site is encouraged to register, becoming part of the Nuksha fashion community and keeping abreast of new collections and promotions. Registered users can also preview the new collections in advance of the public launch.
Nuksha showcases the work of a carefully vetted and selected, international team of designers currently based in London, New York, India, Pakistan and Dubai, with new talent currently being vetted across Canada, Jordan and China. The rationale behind an international group of designers is to unite the Asian fashion community across the globe as one, where Asian fashion is currently fragmented and isolated within each country. The designers stand out because of their innovative talent, passion and willing to experiment, take risks and extend the current parameters of Asian fashion. There is no room for error with Nuksha’s designers as they are constantly monitored and reviewed.
Each design featured on the website has been scrutinised and approved by Nuksha’s international Board of Designers before it is presented to the consumer. The elegance and style instilled in the Nuksha brand is reflected by the website, which brings western quality into the Asian fashion industry. Designs are categorised into Sarees, Semi Formal and Casual Wear, with new collections launching for Spring/Summer and Autumn/Winter. A Bespoke service is also available whereby clients can liaise with their choice of designers in London, New York, Dubai, Pakistan or India to create the perfect, one-off piece. The website is easy to use and clients can buy an outfit in four, simple clicks without worrying about the additional expense of shipping, as it is free.
Nuksha is the unlikely brainchild of 23-year-old legal professional, Saeed Awan. He comments, “There is a huge gap in the market at the moment, where Asian clothing is just being mass produced without much thought going into the design element of the outfits. It seems as though most designs are either being designed in India or Pakistan without the thought of whether the western public will like this. The huge shock was when I realised that the Asian fashion industry here in the UK is actually three years behind that of Pakistan and India.