Nazranaa Men: SS25 Caters A Bold Collection for New Yorkers at Heart
After catching the eye of Couture A-Listers during NYFW, Nazranaa is giving a new definition to suiting - a specialty that the brand has been crafting for almost 15 years.
With a deeply rooted love for nature, environment, and sustainability, their latest men’s collection, “Udyāna, Sanskrit for garden,” has already been worn by Hollywood celebrities and is on its way to revolutionizing how we see men’s couture. Bold colors, volume, and added textures make each piece a canvas that is ready to wear.
Inspired by his own garden blossoming after becoming a father, Nazranaa’s co-founder Shashank Gupta sits with GQ for an exclusive interview on his aspirations and what is yet to come for the brand.
GQ: Can you explain the meaning of Udyāna, the name of your SS25 collection?
उद्यान, Udyāna in Sanskrit means garden or orchard. It takes its roots from North of Peshawar along the Swat River. More generally, it was known as the furthest part of northern ancient India during the time of Faxian.
We wanted to reflect on the meaning of this word and what it meant to us. We decided to infuse each piece with the vibrancy of nature by weaving its splendor into them.
GQ: What made you choose the theme of flowers?
The inspiration behind the उद्यान (Udyāna, Sanskrit) collection stems from my personal journey of finding joy and peace through nature. In the midst of a hectic work schedule, I embarked on a new project: cultivating a small garden in my backyard. This experience was transformative, as the simple act of tending to the garden brought me immense happiness and a renewed appreciation for the beauty of the natural world.
I was captivated by the vibrant colors, delicate textures, and the serene atmosphere it created. This newfound connection with nature inspired me to bring the same sense of joy and vibrancy to my work, resulting in the creation of the Udyana collection.
Each piece reflects the garden’s enchanting allure, designed to infuse your wardrobe with the same sense of wonder and tranquillity that my garden brought to my life.
Flowers are the symbol of something blossoming, inside out: a project, a new chapter in your life, a new you… I wanted anyone wearing Nazranaa to be able to relate to the designs and feel proud to wear such a colorful statement. I wanted the designs to be gentle yet masculine.
With our deep commitment to the environment and sustainability, flowers were a natural choice for me. They are rare in Western suits, and since we are a fusion brand, I wanted to bring an Indian touch with local techniques and dyes, from bright turquoise to deep purples, mixed with golden hour yellows, vivid reds, and more.
GQ: These pieces are very intricate and particularly hard to make. Tell us more about it!
We have artisans dedicated to give their utmost best who were working around the clock in India to make these pieces.
It takes, on average, 45 hours for the men's pieces and anywhere from 60 - 90 for the women's pieces, with approximately 3 - 4 artisans working on the piece.
We have 22 looks, with 18 women and 4 men. We are proud to feature stumpwork-style hand embroidery, a technique that adds a unique and textured dimension to our designs. This meticulous embroidery method involves creating raised, three-dimensional motifs that bring the beauty of nature to life on fabric.
Each element is carefully hand-stitched to add depth and detail. This technique not only highlights the extraordinary craftsmanship behind each piece but also captures the intricate textures and vitality of the natural world, making the collection a true celebration of artisanal excellence.
GQ: Your pieces have been worn by so many celebrities already! Can you tell us who and why do you think they love the brand so much? (quality, uniqueness of the pieces, message)
We have been blessed with top-tier celebrities this year endorsing Nazranaa. From Shaka Smith at Emmy Awards, Kim Kardashian’s Dr. Raj at the Ambani wedding to four-time Emmy nominated Max Ehrich, our suits have caught the attention of A-lister for a reason. We elevate the definition of suits to art, and I genuinely believe that our pieces give a unique statement that people remember.
GQ: It is not the first time that you are inspired by Mother Nature. Can you tell us a bit more about your SS24 collection?
Kanika was inspired by the godly animals of India that represent strength, wisdom, and rebirth. I chose the lion, the snake, the rhinoceros, a pair of wolves and elephants. I believe that if you wear a strong armor of design on your shoulders, you carry an extraordinary meaning wherever you go.
All jackets were made in high quality suiting fabric, with a silk lining and golden beading for each animal.
I also really liked designing a dichotomy between the darkness of the black parts and the bold statement that is a golden beaded animal. They are here to protect the beholder of the piece.
GQ: We heard these pieces will be available in the digital world, too… (tell us more about COVET collab)
We have been on EA Games’ mobile fashion video game “Covet” for about a year now.
We were blessed to be selected several times throughout the year to create special digital rendering of our runway pieces.
With several millions users a month, it has been a tremendous tool to make our brand known worldwide and we cannot wait to add Udyāna to the app! I believe the future is digital and we are proud to be part of that movement.
Writer / By / Annabelle Azadé KAJBAF