FASHION
The Global Luxury House of Nikita Karizma
A Conversation on Family Roots and Gen-Z High Fashion Consumerism
BY VANESA KRIZONYTE
In a space where the fashion world has shifted towards minimalist and athleisure wear, the glamorous flair of Nikita Karizma’s global luxury house are reviving the thrill of haute couture. Each garment is rooted in a family legacy — from an Indian saree boutique in Wembley to Queen Elizabeth’s visit to Kenya and Bollywood films. Driven by dressing fashion’s elite, a brand story is enhanced by legacy. Nikita Karizma translates the cultural depths of Bollywood to Hollywood. In a short period, her designs have featured on global icons, including Paris Hilton and Lady Gaga. The beauty in her craftsmanship shines through attention to fabric and commitment to empowering women. With an open heart, Karizma took us on a deep dive into her fashion label showing how the brand is more than a flicker of adorned embellishments.
Tell us about yourself:
Nikita Karizma: My family immigrated to the UK from India and Kenya, establishing an Indian saree store based in Wembley. Growing up surrounded by fabrics and seeing family generations shop with us gave me a sense of fashion from an Indian retail perspective.
I was in between studying maths and fashion. Studying at the London College of Fashion opened my eyes to the world of the global fashion industry.
Your design philosophy is driven by both creative instincts and an analytical mindset. Most of the time, if you are a designer, you have the creative side of the mind but you struggle with the other side. It’s captivating to see your hybrid mindset reflected in your work.
My family store and roots as buyers made me think about fashion from an entrepreneurial perspective. Being on the shop floor, I have been customer-focused.
The numerical spark was there before I entered fashion!
Are there design aspects or signatures that draw directly to your Indian and Kenyan roots?
I have always been drawn to crystallization, embellishment, and metallics which have naturally carried over into my work.
The glamorous world of Bollywood has meant that, as a London designer, my brand is more glamorous unlike the grungy trends typically seen in London. I think this has made my designs appealing to Hollywood and Bollywood stars.
Do you still connect with your family boutique?
For six years, the studio has been above my Indian family store. It has influenced my studio and team, like having a sister company. We share the same kitchen and facilities, and when we need an extra hand, the ladies on the shop floor help with hand sewing.
Is the continuation of your traditional family roots appealing to the modern audience?
My sister brings her babies into the office. We have my dog and one of my colleagues brings their dogs into the office. It feels like a creative working environment that’s also deeply rooted in Indian culture.
I feel in the modern-day pop culture world, people are fascinated by family dynamics. If you look at the Kardashians or Beckhams, it’s clear audiences are drawn to that sense of family closeness.
The amount of A-list celebrity cult following you have been able to establish in a short space of time within your brand is beyond social expectations. What do you think aided this growth?
Our garments suit celebrity style. Observing firsthand how women want to dress helped me to understand product development.
Being based in the UK, I had an upbringing with access to both the East and West. It has allowed my designs to reach America and return to my cultural home in India.
I work with stylists. They are constantly sharing feedback on what works and what the client needs. I feed that back into the product development process.
It almost sounds like a spiritual understanding of the consumer.
Do you have a favourite celebrity look from your collections?
The most viral look is the Paris Hilton dress. At the time, we were still upcoming. Having her support was really meaningful.
Paris Hilton still supports my brand. We recently dressed a couple of artists at Coachella, and she left positive comments on our Instagram post. She’s someone who champions emerging brands, business owners, and women in business — I respect that.
Ever since the image of Paris Hilton wearing Nikita Karizma in her iconic moment with Kim Kardashian West hit the media – the brand has created a signature style of heavy embellishment that celebrities must wear.
What is the future for the brand and charities you support?
We have purchased an office in the last couple of years, and it is currently under construction. It is going to give the brand a new vision.
I want to explore more brand partnerships and grow our communication. We have got a brand partnership with Zaha Hadid for the new office. They are developing some customised furniture and interior details for us.
Who is your ideal consumer? Is it always A-list celebrities? Do you see the everyday woman embracing your brand? What is their place of attendance?
Celebrities explore their life experiences on the internet. So you end up feeling like they are your friend. So whatever they do, you do. That is the generation that we live in. So, our client crosses from a press client to the youth generation.
When speaking to Gen Z talent, they are embodying their dream life. I do see a modern-day youth generation adopting a more authentic, free life you see in the spirit of a celebrity.
It’s rare to see a brand embraced by A-listers producing such distinctive, high-quality garments at a price point accessible to everyday consumers.
Gen-Z wants luxury but not at a high price tag. I will always keep some commercial products at a price point under £200 so you can buy into it. There is always something for everyone.
With the announcement of new office space and endeavours to explore the fashion runway, it is uplifting to await the future collections Nikita will drop. It’s time to say goodbye to minimalist trends and welcome loud luxury back — because with Nikita Karizma, anyone can buy into it. The current lookbooks feature a clothing range that is universal with transferable pieces. Why stay quiet when you can speak volumes wearing delicate materials from the finest regions and walking in line with the elitist styles?
Interview for this story was conducted on 15, May 2025. With gratitude to Nikita Karizma. Image access and credits to Nikita Karizma PR team.
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