Nitya Bajaj Birla graduated from NIFT in 2008 and went on to take part in the reality show Lets Design, which saw contestants compete to create the best clothes using a limited amount of resources and within strict time constraints.
Birla looks back on her time as a finalist on the show as “a wonderful experience as we were brainstorming, sketching, designing and stitching our own garments.”
Before going onto set up Label Nitya Bajaj, Birla did an internship with Orient Craft, a leading export house, where she designed knitwear for brands such as Zara, Next and Abercrombie and Fitch. She also worked for the multi-designer store Kimaya in New Delhi, handling the creative styling and brand aesthetics.
2008 was a big year for Birla, which was capped off when she was chosen as one of the finalists of Wills Lifestyle’s ‘The Debut’, an initiative which encouraged fashion students by recognising and rewarding extraordinary talent.
Label Nitya Bajaj was founded in September 2008 and specialises in luxury contemporary and traditional Indian eveningwear and statement neckpieces. The label celebrates womanhood through its creation of elegant and feminine pieces. The brand strives to represent the multicultural and multifaceted lifestyles of modern day women, who are looking for timeless and effortless pieces of art as clothing.
Nitya Bajaj’s signature style lies in surface texturing, which she achieves by playing with fabric to create interesting surfaces using embroidery and drapery which creates a beautifully feminine silhouette, designed to echo the wearer’s movements.
Initially Birla started out by just creating neckpieces using heavy embroidery, and her signature pearls and crystals. However, after being met by a rapturous response the label branched out into eveningwear, using the same trademark embroidery.
The label has an international appeal, while maintaining the core Indian-ness of design, which has led to a huge amount of international recognition. In 2008 label Nitya Bajaj got its first international buyer from Libya, which was followed up by purchases from New Zealand, Australia and the UK, to name a few.
Nitya Bajaj has also collaborated with global brands such as Swarovski, La Bante and Johnny Rocket, creating bespoke limited edition pieces for them.
The brand has also designed outfits and jewellery for numerous Bollywood celebrities including Gauhar Khan, Payal Rohatgi, Kanishtha Dhankar, Mallika Haydon, Sonakshi Sinha, Sonal Chauhan, Vidya Malvade, Riyasen and Raimasen.