Being a New Yorker, Ayesha Khanna often found herself struggling with, as most New Yorkers do, limited closet space for both her Western wardrobe and heavy Eastern ensembles. She realized that the general perception about South Asian clothing is that it is heavy and can only be worn on occasions such as weddings / festivals. As an entrepreneur and and dance choreographer, she yearned to dress in beautiful outfits that were rich in color and design, but were still practical for someone living in the city.
Hence, with her love for fashion and her penchant for the theatrical–she is the Founder and Director of Bollywood Funk NYC Dance school–Ayesha launched Naurah USA in 2017, a fusion fashion collection with a focus on ready-to-wear and custom bridal pieces for American women. The line is an extension of the India-based Naurah brand that was born in 2001.
Inspirations
Naurah focuses on creating custom pieces inspired by historical clothing worn by Indian Royalty. Each piece has its roots in history reinterpreted in modern silhouettes. Ayesha says, “The modern woman would rather dance the night away in these feather-like light apparels and still feel special. Why do we have to blend in, when we can stand out?”
The collection is made in fabrics like georgette, chiffon, chanderi, brocade, silk and cotton and each includes Indian embellishments and embroderies.
Naurah USA is available on
