The lotus plant, a symbol of purity & life is found afloat in the murkiest of waters. Its waxy dark green leaves glisten with water droplets, as lush blossoms of the lotus bloom. This natural act of balance teaches us about detachment from the negative around us & enlightenment to rise above our adversities. In a similar analogy, Prreeti Jaiin Nainutiya describes her label ‘Nirmooha’.
When you focus on the brand’s approach to create fashion that is free flowing, relaxed & visibly distinct from the environment, the name Nirmooha – Sanskrit for disillusioned, seems like the perfect description.
Growing up through a minimalistic childhood in Meerut, Jaiin came from an entrepreneurial family. Combining her love for fashion with inherited savvy business acumen, she started her label in 2017 and ever since the brand has scaled success only few can match.
Nirmooha’s leap of faith
Debuting on Lotus Makeup India Fashion Week’s mainstage in 2019, Nirmooha has went onto become a regular fixture in FDCI shows. Taking center stage on the runways was refreshing & innovative takes on known silhouettes that brought with them a much-needed stimulus to homegrown luxury pret scene.
With each collection, Nirmooha breaks away from its previous shell and embarks on a new creative journey that stays true to the brand’s vision. Showcasing Fiora at the Arab Fashion Week, the collection displayed striking 3D embroidery. For a two-year-old label this was a jump that showed ambition, ambition which eventually propelled it to prominence in the Indian luxury scene.
With runways no longer uncharted territory, celebrities understood what Nirmooha had to offer. A vivid memory of a suave Vijay Verma in a playful green t-shirt & pants, paired with a long front shirt comes to mind. And it doesn’t stop at that, with Bollywood celebs such as Kalki Koechlin, Rasika Duggal, Vidya Balan, Nushrat Bharuchha, Vicky Kaushal & preferring the label for its easy yet opulent approach towards fashion.
Going art deco, Nirmooha’s Matrix collection is an ode to Hollywood’s golden age. With jazzy elements & shimmering accents, the showcase delves into the glam of the 20s & 30s. Blotch prints & striking gemstone-based colors all cast a spell on wandering eyes. Ruby, amethyst, jade & Pantone shade of the year Viva Magenta create a visual spectacle that is ready for subdued festivities as well as evenings that call for a feisty celebration.
With experimentation again at the forefront, Nirmooha's Fall/Winter 23 collection is created with meticulous attention to detail & an unrelenting pursuit of achieving perfection. The result is a presentation of essentials that are going to stand the test of time.
From workwear essentials to glam evening party wear, Nirmooha covers all bases for luxury pret for women. Majestic Viva Magenta lehengas to silken jumpsuits, the label carves a place for itself in your wardrobe.
Find the perfect ready to wear styles from Nirmooha for all the social events that you have marked in your calendar for this festive season. Check their eclectic collections which are celebrity approved & deserve to be a part of your closet!