Nykd by Nykaa, lingerie and sleepwear brand from Nykaa Fashion, the multi-brand e-commerce fashion platform, expanded its offering with the launch of Nykd All Day, a new indulgent sub-brand featuring Athleisure, Leisure, and Activewear. Designed with a focus on comfort and inclusivity, these minimal yet versatile pieces can seamlessly transition from at-home wear to stepping-out attire as per the dictates of the hybrid work model of today.
Nykd All Day has been thoughtfully crafted using everyday soft fabrics in a calm and relaxing color palette with a hint of fun prints, and modern silhouettes with a blend of technology that ensure maximum comfort while movement. The debut collection features leggings, sports bras, tank tops, shrugs, joggers, tracks, culottes, elevated basics like t-shirts and lounge pants. From street to studio, for a life on the mat and off it, for support during training or just walking around, Nykd All Day features a high-quality range that is versatile and innovative without compromising on style while being functional.
Derived from the name Nykaa and inspired by its values of being real, relatable, authentic, and inclusive, the Nykd by Nykaa (pronounced nay-ked) philosophy is centered around giving customers the ultimate sense of comfort with a blend of fashion, function, and technology. Through Nykd All Day, the brand wants to positively reinforce its DNA of Realness and the importance of Self Love at the core of its message through the tagline, ‘Love Your Every Self’.
Nykd All Day has been designed keeping in mind the real Indian women's body types and includes special touches like high waist compression leggings, everyday tights with pockets, hip covering silhouettes, and options of layering tanks with shrugs. Nykd All Day's looks make for the perfect travel or stay-at-home companions. One can sport an Airport look, a seamless work from the home look that can easily be translated into an outfit for running errands or catching that last-minute workout.
Adwaita Nayar, CEO, Nykaa Fashion and Founding Team Member, Nykaa, says, "We are excited to expand Nykd by Nykaa to include athleisure, leisure & activewear after successfully launching lingerie and sleepwear. Over the past year, as we navigate new ways of working, living, and managing our hectic schedules, athleisure & activewear have now become wardrobe staples that we choose to make a style statement in! With Nykd All day, we combine high-quality athletic staples with versatile leisurewear to offer the utmost comfort whilst maintaining a modern appeal and ensuring a wide selection so that we have something for almost everyone. We hope that it will deliver on both; functional and comfortable products steeped in the latest innovations in fabric and fit.”
Nykd by Nykaa debuted in October 2020 with a range of bras designed for the Indian woman, with 4 collections that also featured panties and sleepwear. With the launch of Nykd All Day, the brand has now expanded its portfolio to 235+ options offering more than 1,590 SKUs across lingerie, sleepwear, athleisure, leisure and activewear categories.
Nykd All Day will be available on the nykaafashion.com & nykaa.com website and app as well as the Nykaa Fashion store at Ambience Mall, New Delhi, and the range starts at Rs 399.