Nidra Devi celebrates comfort in new collection, inspired by the Hindu Goddess of Sleep.
Designer Keren Craig has launched new elevated loungewear brand Nidra Devi, which aims to marry luxury with comfort–empowering feminine evening wear. Craig, who was co-founder and co-creative director of Marchesa, took inspiration from the Hindu Goddess of Sleep when creating her new brand. “In those restless moments of insomnia, she offers solace and peace. Drawing from this powerful connection, I chose the name Nidra Devi for my brand. It serves as a tribute to the goddess and represents the essence of embracing the night,” says Craig.
After starting Marchesa over 18 years ago, Craig brings a bounty of experience to Nidra Devi, but entering new territory can offer its share of fear. “There is a sense of liberation in making all the decisions independently. I am fortunate to have an exceptional production partner who provides valuable input and helps me refine my ideas. Starting afresh has also revealed the profound support of my friends and family, who have rallied around me with love, advice and encouragement,” Craig explains. “One aspect that fills me with pride is that Nidra Devi is a women-founded company. This achievement holds great significance to me, and I aim to inspire other designers and entrepreneurs through my journey.”
“One aspect that fills me with pride is that Nidra Devi is a women-founded company. This achievement holds great significance to me.”
For Craig, comfort is an inherent part of her identity. “I have a penchant for wearing pajamas to dinner parties,” she says. “but I’ve never come across any that are beautifully embroidered and designed specifically for evening wear.” The collection is extremely personal to Craig. Not only does it embrace her desire to blend luxury and comfort, but also celebrates her passion for textile and print design.
“Print design is one of my obsessions. When creating prints for Nidra Devi I adhere to a simple principle: I design prints that I would personally love to wear,” she explains. Craig’s prints are highly influenced by the vibrant fabric of India, finding inspiration in the textiles market of Mumbai, the richness of Indian jewelry, and time working in the country over 20 years ago as a student. Her process begins by hand-drawing her ideas, then exploring them digitally in photoshop and adding embellishments with embroidery and hand-stitching. Craig even works with her mother, an animator who helps her prints come to life in a collaborative and familial endeavor.
Through Nidra Devi, Craig ultimately hopes to convey the message that clothing can be both comfortable and glamorous, without having to compromise on style. “I want individuals to feel just as at ease in our garments late at night as they would on a red carpet. It’s about embracing the concept of elevated loungewear, that transcends boundaries and celebrates the inherent beauty of the modern customer,” says Craig. “The brand sends a powerful message that fashion can be inclusive, empowering, and liberating. It encourages individuals to embrace their personal style, emphasizing the confidence and elegance that arise when feeling comfortable and true to oneself.”
Looking ahead, Craig hopes to completely transform the idea of dressing for special occasions, making Nidra Devi a catalyst for comfort. “It is my aspiration that Nidra Devi becomes a symbol of liberation, self-expression, and embracing one’s unique beauty,” says Craig.
All imagery courtesy of Nyra Lang.
