Nautanky strikes a balance between the bold and the sophisticated
Nautanky is an Indian brand renowned for merging traditional craftsmanship with modern design in its unique handcrafted ensembles. Celebrating a decade, the brand is distinguished by its signature colours, motifs, and aesthetics, weaving quintessential stories of artisanship into contemporary fashion. Speaking to Fibre2Fashion, Co-founder Nilesh Parashar talks about the Indian fashion scene.
How do you see the current trends in the global fashion industry influencing Indian fashion design and consumer preferences?
Current global fashion trends significantly impact Indian fashion design and consumer preferences. The increasing interconnectedness of the fashion world has led to a cross-cultural exchange, influencing Indian designers to embrace international styles and techniques. Consumers now seek a harmonious blend of global trends with traditional elements, resulting in a diverse and eclectic fashion landscape. Sustainability, a global movement, has permeated Indian design, with a rising demand for eco-friendly and ethical fashion. As consumers become more discerning, the fusion of global influences and indigenous craftsmanship continues to redefine India’s fashion narrative, fostering a dynamic and inclusive industry.
In your opinion, what role does sustainable and ethical fashion play in shaping the future of the industry?
Sustainable and ethical fashion plays a pivotal role in shaping the future of the industry. As awareness grows regarding environmental and social impacts, consumers increasingly prioritise responsible choices. This shift challenges brands to adopt eco-friendly practices, promoting transparency and ethical production. Sustainability not only reduces the industry’s ecological footprint but also fosters innovation. Brands embracing these principles are likely to gain favour among conscientious consumers, influencing industry norms. Ultimately, the future of fashion hinges on a commitment to sustainability, contributing to a more conscious and responsible global fashion landscape.
How has the rise of digital media and e-commerce platforms impacted the fashion industry, especially for designers and brands in India?
The rise of digital media and e-commerce platforms has revolutionised the fashion industry in India. Designers and brands now have a global reach, transcending geographical boundaries through online platforms. Digital media provides a direct channel for showcasing collections, engaging with audiences, and building brand narratives. E-commerce has democratised fashion, enabling smaller Indian designers to gain exposure and compete on a global scale. The accessibility and convenience offered by online platforms have transformed consumer behaviour, influencing trends and driving a demand for diverse, accessible, and rapidly changing fashion. Overall, the digital era has empowered Indian designers and brands, amplifying their impact on the global fashion stage.
What challenges do you think emerging fashion designers face in today’s market, and what strategies would you recommend for overcoming these challenges?
Emerging fashion designers face challenges such as intense competition, limited resources, and the need for visibility in a crowded market. To overcome these, a strategic focus on unique branding is crucial, emphasising a distinct design identity. Collaborations and networking can provide exposure, while leveraging social media for targeted marketing helps in reaching wider audiences. Embracing sustainable practices not only aligns with current consumer preferences but also sets designers apart. Continuous learning and adapting to industry trends ensure relevance, while fostering resilience and perseverance is key in navigating the complexities of the evolving fashion landscape.
Can you share the story behind the founding of Nautanky?
The founding story of Nautanky is a tale of passion for distinctive design, and a determination to deviate from traditional fashion norms. The brand, fuelled by a shared appreciation for vibrant colours and quirky prints, was conceptualised as a challenge to the conventional, offering a unique and creative outlet for self-expression in fashion. This vision emerged from a desire to establish a brand that would not only stand out in a saturated market but also celebrate individuality and bold design. With a focus on consistency and creativity, Nautanky aimed to captivate fashion-forward consumers seeking clothing that transcended the ordinary.
What inspired the unique name ‘Nautanky’ for your brand, and how does it reflect the brand’s identity?
The name ‘Nautanky’ for our brand was inspired by a desire to encapsulate the playful and mischievous spirit that defines our unique approach to fashion. The word ‘Nautanky’ itself carries a sense of whimsy and light-heartedness, and it perfectly mirrors the essence of our brand’s identity.
We wanted a name that not only stood out but also conveyed the idea that fashion should be fun, expressive, and a bit unconventional. The playfulness inherent in the name reflects our commitment to breaking away from traditional fashion norms and embracing a more adventurous and creative style.
Nautanky emphasises traditional craftsmanship and rich textiles. How do you ensure these elements are preserved while creating contemporary designs?
Preserving traditional craftsmanship and rich textiles while crafting contemporary designs is a fundamental principle at Nautanky. We collaborate closely with skilled artisans, selecting materials that reflect cultural heritage. By incorporating traditional techniques like hand embroidery and block printing into modern silhouettes, we ensure a harmonious blend of the old and the new. Sustainability practices and consumer education further support our commitment to both heritage and innovation, allowing us to create designs that are not only stylish but also deeply rooted in cultural significance.
Could you describe the process of how a Nautanky ensemble is conceptualised and brought to life?
Our design process is deeply rooted in nature-inspired creativity. Drawing inspiration from the beauty of the natural world, our team refines concepts, selecting rich textiles that echo the elements of our inspiration. Detailed sketches and patterns bring these ideas to life, incorporating traditional techniques that enhance the natural aesthetic. Prototyping and collaboration with artisans ensure the designs align with our vision. Production prioritises ethical and sustainable practices, resulting in ensembles that not only reflect nature’s beauty but also tell a unique and eco-conscious story. Consumer engagement involves sharing insights into the design’s natural inspirations, fostering a deeper connection with the brand.
What are the signature colours, motifs, and aesthetics of Nautanky, and how have they evolved over the years?
Nautanky’s signature style is defined by a lively palette of bold colours, whimsical motifs, and a playful aesthetic. Vibrant shades, quirky prints, and a mischievous spirit are consistent elements. Over the years, the brand has evolved by incorporating new design elements, experimenting with textures, and adapting to fashion trends. While maintaining its unique identity, Nautanky strikes a balance between the bold and the sophisticated, ensuring its fashion remains distinctive and contemporary.
In a market saturated with both traditional and modern fashion brands, how does Nautanky distinguish itself?
Nautanky stands out by seamlessly blending traditional craftsmanship with a contemporary and playful aesthetic, featuring vibrant colours and quirky prints. Inspired by nature, the brand adds depth to its collections, creating a connection with consumers seeking expressive fashion. Notably, Nautanky prioritises sustainability, meeting the demand for eco-friendly fashion. The brand’s playful identity, reflected in its name, keeps evolving with trends while maintaining core uniqueness. Consumer engagement is a priority, with transparent storytelling fostering loyalty. In a crowded market, Nautanky’s bold design choices, fusion of tradition with modernity, and commitment to sustainability create a standout presence.
How do you balance the demands of contemporary fashion trends with the commitment to traditional craftsmanship in your designs?
At Nautanky, we navigate the balance between contemporary fashion trends and traditional craftsmanship through innovative design interpretation. Our adaptive silhouettes and styles embrace modernity while retaining a connection to timeless aesthetics. Careful material and technique selection allow us to integrate modern fabrics without compromising our commitment to traditional craftsmanship. Each piece reflects a harmonious fusion, staying current yet rooted in rich cultural contexts. This intentional approach ensures that our designs not only meet the demands of contemporary fashion but also preserve the artistry and authenticity that define Nautanky’s unique identity.
Can you discuss a particularly memorable or challenging ensemble you have created and the story behind it?
One particularly memorable ensemble at Nautanky was a challenging yet rewarding creation. It involved merging a traditional hand-embroidered technique with a contemporary, unconventional silhouette. The challenge lay in preserving the intricate craftsmanship while ensuring it harmonised with the brand’s playful aesthetic. The piece became a symbolic representation of our commitment to innovation and heritage. The embroidery told a story, depicting elements of nature intertwined with modern geometric patterns. This ensemble, born from a fusion of challenges and creativity, stands as a testament to Nautanky’s dedication to pushing design boundaries while honouring traditional artistry.
Looking at the future, how do you envision the growth and evolution of Nautanky in the Indian and global fashion scenes?
In the future, we envision Nautanky’s growth as a dynamic force in both the Indian and global fashion scenes. With a continued emphasis on sustainable practices, innovative design, and a nature-inspired aesthetic, we aim to carve a niche for the brand as a leader in conscious and distinctive fashion. Collaborations with global artisans and the exploration of diverse cultural influences will further enrich our collections. As we evolve, our commitment to balancing traditional craftsmanship with contemporary trends will remain unwavering, ensuring that Nautanky continues to captivate fashion enthusiasts worldwide and becomes synonymous with a unique, eco-conscious, and playful style.
Can you share your insights on how traditional cultural elements can be effectively incorporated into modern fashion while appealing to a diverse, global audience?
Effectively incorporating traditional cultural elements into modern fashion for a global audience involves a thoughtful approach. Embrace cultural nuances with respect, ensuring authenticity in design choices. Tailor traditional motifs to suit contemporary silhouettes, creating a harmonious fusion of the old and the new. Engage in cross-cultural collaborations to infuse diversity into collections. Transparency in storytelling about the cultural inspirations behind designs fosters a deeper connection with consumers. Prioritise versatility, enabling traditional elements to transcend cultural boundaries. Ultimately, the key lies in celebrating diversity and promoting cultural exchange, creating fashion that resonates universally while honouring its rich roots.
What advice would you give to aspiring designers looking to incorporate traditional elements into modern fashion?
For aspiring designers blending traditional elements into modern fashion, my advice is to honour authenticity. Start by immersing yourself in the rich heritage of traditional craftsmanship, understanding the stories behind each technique. Embrace innovation by interpreting these elements in contemporary ways, creating designs that bridge the gap between the old and the new. Collaborate with skilled artisans to ensure a genuine infusion of tradition into your creations. Stay committed to sustainable practices, recognising the importance of preserving cultural heritage and minimising environmental impact. Ultimately, it is the seamless fusion of tradition and modernity that allows for the creation of timeless, culturally rich, and socially responsible fashion.
