Nykaa Fashion’s New Face is the Fresh and Fashionable Alaya F

To say that fashion is unique to all of us, would be an understatement. Just like any other aspect of life, our wardrobes change, evolve and grow with us. As a curation-led, multi-brand eCommerce platform, we understand all our discerning customers, because we are the same. In a milestone campaign, we are excited to introduce Alaya F as a fresh face for our platform that celebrates the ‘Nakhrewali’. The rising star embodies someone who loves to stay on top of trends yet personalise each look—the quintessential Nykaa Fashion shopper. 

As a destination-driven by discovery, convenience and curation, Nykaa Fashion empowers consumers to make elevated lifestyle choices, best suited to them. To build this shopping experience, we are forging a mutual relationship with women, who are picky and particular like the platform itself. The thought and rigour that goes into curating only the most trend-forward and latest styles by Nykaa Fashion’s team of in-house stylists and experts is captured in the campaign’s unique vision: For Nakhrewalis, By Nakhrewalis.

Alaya will be seen flaunting the hottest collections on Nykaa Fashion in the campaign film, slated to run across TV and digital channels. From ethnic to contemporary fashion, paired with cool accessories, Alaya has aced every look in her signature easy-going and energetic style. The versatile assortment seen on the star will inspire every Nakhrewali out there.

According to Adwaita Nayar, Co-Founder Nykaa and CEO Nykaa Fashion, “Alaya’s self-confidence, spontaneity and her great sense of style made her a natural choice for Nykaa Fashion. From statement-making glam to everyday elegance, we pride ourselves on curating the best from the world of fashion on our platform, for every mood and occasion. Alaya, as our muse, brings our vast repertoire to life for the woman who is picky yet proud of her choices, yet never forgets to have fun with fashion!” 

With the Nakhrewali campaign, Nykaa Fashion presents the choicest trends and curations for the season as Alaya shows women how to add a dramatic flair to every ensemble. But there is more to this association. Alaya will also be seen in a campaign for Twenty Dresses, the ready-to-wear label from the House of Nykaa Fashion that celebrates real, modern-day femininity through its runway-inspired designs for everyday fashion. Shoppers can expect to discover Alaya’s own sartorial style as she shares her personal favourites for different seasons from Nykaa Fashion and Twenty Dresses, on the app, web and through the digital campaign.

“As an actor and someone who lives in front of the camera lens, fashion is a big part of my professional and personal life. I play around with my wardrobe to express my personality, mood and what I’m feeling on a particular day! So naturally, being the face of Nykaa Fashion is a milestone in itself. As an unmissable player in the world of fashion, their curations offer the best of styles where I get to discover new labels and trends. I’m proud and excited to be a part of Nykaa Fashion’s journey,” says Alaya F about her association with Nykaa Fashion.

Hashtag: #ForNakhrewalisByNakhrewalis #NykaaFashion

IG Handles: @nykaafashion & @twentydresses @alayaf


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