This collaboration came about due to an observed gap in the market for designer sleepwear at affordable prices.
Nykd, the intimate & sleepwear brand from Nykaa Fashion, has launched Masaba for Nykd, an elevated sleepwear collection created in collaboration with designer Masaba Gupta. A nod to sartorial style that fits just as well at home as outside it, this limited-edition collection answers to an increasing expectation of fashion in comfort clothing that can be lived-in through the day.
This collaboration came about due to an observed gap in the market for designer sleepwear at affordable prices. The collection is inspired by global femininity and cues memories of India’s rich heritage. Catering to the ever-evolving conscious consumer, this collaborative effort offers comfort as the new luxury.
Created using the softest cottons, satins, and velours in signature Masaba prints, Masaba for Nykd comprises luxurious pajama sets, t-shirts, shorts set, and robes – a complete collection with exceptional fabric and fit that lets you lounge, sleep, and dream in supreme comfort and style.
Speaking on the new collection, Designer Masaba Gupta said, “I am excited to unveil my first sleepwear collection with such a conscious and cool brand like Nykd by Nykaa. The collection is thoughtfully crafted to ensure absolute comfort of sleep wear which transcends the out-of-bedroom look and feel. The India-themed prints are bold and bright for consumers to elevate their nocturnal style & mood with a cool vibe”.
Adding to the announcement, CEO Nykaa Fashion, Adwaita Nayar said, “We are excited to introduce a premium sleepwear collection with Masaba for Nykd by Nykaa. Comfortable, easy-to-live-in clothes are here to stay and through Nykd we bring together science and style in just the right measures. This new collection celebrates Masaba’s signature prints on Nykd’s functional fits, making them the perfect pick for an elevated wardrobe. We hope our consumers enjoy lounging in these as much as we’ve enjoyed creating these limited-edition pieces for Nykd.”
Nykd, by the house of Nykaa, has been known for creating elevated essential products, ones that you can live in and love in. With a wide collection of lingerie, athleisure wear and active wear, Nykd is about real women, creating products driven by comfort and technology.
Source: Business World