Nitya Bajaj is known for her designs that are young, fresh and breezy. Giving Indian wear a contemporary spin, she reimagines signature Ajrakh with bohemian sensibilities beautifully married with Indian couture. While her label is already popular with individuals across age groups, she recently created a masterpiece for Bollywood's young face Janhvi Kapoor for her upcoming Tollywood film Devara, starring N.T. Rama Rao Jr., Janhvi Kapoor, and Saif Ali Khan. Reflecting on the moment Nitya Birla said, "The style team of Devara reached out to us directly asking us to re-imagine Ajrakh in a coastal tribe setting for this dream sequence and we were elated to explore this beautiful journey."
Taking inspiration from her collection of Indian craftsmanship with a contemporary twist, designer Nitya Bajaj designed a series of Ajrakh-inspired outfits for Janhvi Kapoor in the song Daavudi. The catchy track set against a coastal backdrop features gorgeous visuals that captivate, taking the total number of views to over a whopping 10 million views. Complementing the background are Janhvi's custom-made ensembles by Nitya Bajaj in shades of maroon, black, navy, ivory, and turmeric. "Designing for Devara was a journey into the depths of India's rich textile heritage," reflects Birla. "The coastal landscape and vibrant energy of the film naturally guided the design process, and I wanted Janhvi's look to resonate with the powerful narrative while showcasing the beauty of Ajrakh's craft. We achieved this by incorporating tribal influences that evoke strength and freedom," she adds.
Staying true to her core aesthetics, we can see her signature style – a balance between tradition and modernity. Think modern silhouettes like asymmetric skirts, dhoti pants, and flowing drapes to give the outfits a contemporary flair. Speaking about the conceptualization Nitya candidly said, "The concept revolves around a dream sequence featuring megastars Jr. NTR and Janhvi Kapoor set in a simple village environment. In their imaginations, they transform into glamorous avatars. Janhvi Kapoor's outfit cuts and designs reflect her everyday attire but re-envisioned as a dazzling princess. Since the song is upbeat, the outfits are designed to ensure fluid leg movement, with asymmetric skirts and hemlines that highlight her steps." Each piece was made using natural fabrics such as modal satin, mashru silk, organic cotton, cotton silk, crepes, georgettes, and jute, creating a rich yet breathable aesthetic. The outfits were further enhanced with elements of the sea such as pearls, shells, and aquamarine beads, along with silver ornamentation, infusing them with a coastal charm. Finally, the tribal, Ajrakh prints make an appearance in the form of palm leaf patterns, floral motifs, and designs that echo coastal village tales to capture the director's vision.
When it came to balancing fashion with functionality, Nitya ensured that every element of the design served both purposes. "It was essential that Janhvi could move freely while dancing, so we used lightweight, breathable fabrics and adjustable silhouettes like dhoti pants and embroidered waist belts. This approach ensured comfort without compromising the visual impact," she explained. The result is a captivating look that not only complements the choreography but also enhances the overall cinematic experience. Reflecting on her journey as a costume designer she recalls what a wonderful learning experience it has been. Costume design has been a great learning experience for me and the brand. Understanding scenes, their continuity, art direction and colours on screen.I always wanted to see my Ccothes on Jahnvi, and this was truly a dream come true. She has made me fall in love with Ajrakh like never before."
When asked what's next? Nitya chirply said, "Label Nitya Bajaj by Nitya Birla will be holding their first Ajrakh fashion festive menswear showcase on September, 14. We will introduce Ajrakh for men in festive Kurtas, bandi jackets and sherwanis. Along with that we also introduce Ajrakh by Nitya Bajaj to a more accessible audience through MyntraLuxe unveiling at Bridal Asia on 14-15th September 2024"
Shop the brand online www.nityabajaj.com
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