Culture and Couture: The Nikita Karizma Effect

Interview by Emme Martin | Photography courtesy of Nikita Karizma

Nikita Karizma is the name on everyone’s lips in the fashion world. The British-Indian fashion designer and creative director, known for her innovative use of metallics and crystals and culturally-inspired silhouettes, knows how to turn heads. With a rich background rooted in her family’s third-generation Indian saree business, Karizma draws inspiration from the traditional saree (or sari)—a versatile garment elegantly draped around the body in various styles, often worn by women of South Asian heritage. What truly sets her apart is her skill in blending this cultural element with the provocative and forward-thinking influences she absorbed from the vibrant London scene, characterized by its famous nightlife, edgy street style, and innovative art and music. With these diverse influences at the forefront of Karizma’s creative expression, her designs are anything but boring.

Karizma’s eponymous label has not only captivated the fashion world but has also become a favorite among celebrities like Paris Hilton, Lady Gaga, Madison Beer, and Winnie Harlow. Her designs have also been favored by many Bollywood stars—another source of inspiration for the designer—highlighting her broad approval across cultures. It’s evident that behind her success lies a deep-rooted passion for design and a commitment to originality. Through her approach, she showcases the importance of a personal brand and the power of sticking to one’s creative vision in a social media-driven world that typically favors fast fashion. As a creative director, Karizma remains authentic to her roots while embracing innovation—a sparkling recipe for success that she shares more about below.

VIE: Could you tell us about your background, particularly how your experiences and heritage led you to become a fashion designer?

Nikita Karizma: I come from a third-generation family-run retail business specializing in the Indian saree. Growing up in a South Asian fashion family, I had the incredible opportunity to work with local artisans in India and develop my love and skills for fashion and design. My family encouraged me to pursue this by studying at the London College of Fashion. Upon graduating, I received requests for custom orders from influential pop culture figures, and I realized I had something. I quickly transitioned from collaborating on projects to opening my ready-to-wear label and haven’t looked back.

VIE: After your £2000 custom order for Little Mix, how did that early achievement guide your approach to design and business operations?

NK: I was so grateful that my student work from the London College of Fashion was bought by the British music group Little Mix. Those were my very first orders and helped me launch the business. I learned how to commercialize innovative design as well as budget for fabrics and sewing time, and understand the value of every pound. Building a business from the ground up and bootstrapping helped me learn to make practical decisions in a competitive and increasingly saturated market.

VIE: With your brand having roots in both Indian heritage and London’s rebellious undercurrent, how do these influences converge in your designs?

NK: We have influences of both Indian glamour and London rebellion embedded in our creative aesthetic. The Nikita Karizma brand identity is fun, edgy, glitzy, and elegant. I love the effect of seeing metallics and crystals catch the light. We ensure all our products are produced with a good quality of craftsmanship. Our clothes are produced in factories in India, which is special for me to go back to my cultural heritage and stay connected through this part of my business. Eastern craftsmanship is always running through the label. I love seeing women across Los Angeles, London, and Mumbai wearing our designs; it makes me feel so happy that creativity can cross cultures.

VIE: Could you highlight a design or collection of yours that merges your British-Indian heritage with modern fashion trends?

NK: There is an incredible 1990s-style chainmail dress that Paris Hilton wore for her music video from our collection. Paris is the ultimate it girl of Hollywood, and this was such an iconic moment in pop culture reminiscent of her early 2000s era. The design had really lovely drape details that were hand-sewn, and it reminded me of the draping of an Indian saree over the hips.

The British-Indian fashion designer and creative director, known for her innovative use of metallics and crystals and culturally-inspired silhouettes, knows how to turn heads.

VIE: How do you navigate the balance between maintaining a signature style and experimenting with new ideas in your designs?

NK: We love developing new ideas to move our brand forward and stay relevant. Fashion and pop culture move so fast in this social media-driven age. We always try to think, “What would we wear in our studio?” We also test and push design forward. My team is very experimental; we love trying new techniques. Being British-Indian, I will always explore the relationship between the London rebellion and glamour from India while exploring where my creativity takes me each day.

VIE: You’ve worked with numerous A-list celebrities and created pieces for iconic music videos. Could you share your most memorable experience from these high-profile collaborations?

NK: Our A-list clientele wear Nikita Karizma to their various high-profile events. Paris Hilton has been so sweet and supportive of my label in America, and we’ve had a “break the internet” viral moment together when she wore our chainmail dress to film with her BFF Kim Kardashian. In the UK, I go into fittings with our clients and work on sets backstage and at their recording studios and music label offices. I love exploring the relationship between fashion, music, and popular culture.

The Nikita Karizma team looks forward to opening a new studio HQ in London in 2024.

VIE: You recently had an iconic fashion moment on the British Fashion Awards carpet. Can you tell us more about your custom outfit and the process of creating it?

NK: I had an idea to wear a 3D crystallized lobster for the Fashion Awards red carpet. Sparkly and crystallized designs are part of our brand’s signature aesthetic. The lobster is an iconic symbol of surrealism in fashion and art; we wanted to design Mr. Lobster for the modern-day it girl. It was such a success; the piece turned out beautifully, and I paired it with a glossy, wet, fresh-out-of-the-ocean beauty look. I really love creating custom pieces like this with my team.

VIE: You emphasize a “service of giving back” in your brand philosophy. How has this shaped the way you conduct business?

NK: Giving back is at the heart of my business. For me, life’s purpose is to be of service to others. The whole team gets involved in our repurposed tote bag project, where we turn production scraps into tote bags to give to charity. We also do a plant-a-tree project that we work on during Earth Month. We especially love supporting women-focused charities, such as Sakhi for Girls Education in Mumbai and Sathira Dhammasathan Buddhist Sanctuary in Bangkok. Having a purpose behind the passion is very grounding and motivating to keep doing our best work and make an overall positive impact on the world.

VIE: Looking at your trajectory, what advice would you give to emerging designers about turning a creative vision into a viable business?

NK: Fashion is my long-term commitment; it’s my life. You have to fully develop your craft, understand what works uniquely for your business, and take your time to invest in the future. The industry’s top designers, whether it’s Donatella Versace or Rick Owens, have been in business for decades. It doesn’t happen overnight. I would advise emerging designers to develop a signature, consistent aesthetic and learn your audience to best appeal to them.

VIE: What’s next for the Nikita Karizma brand in 2024? Are there new ventures or markets you’re exploring?

NK: We are currently under construction for our new studio HQ workspace in London. It’s going to be a space of creative exploration, a home for the brand, and a showroom for our incredible clients from around the globe. I am so excited about this project; you have to come and visit us! We are going to continue to spread light and love through the power of fashion across markets, empowering women in their creativity and individuality.

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Keep up with Nikita on Instagram at @nikita_karizma, and visit NikitaKarizma.com to learn more or purchase one of her pieces.