Design Thinking: Nikita Karizma
(Image courtesy of Nikita Karizma. Image depicts Winnie Harlow wears a Nikita Karizma design to celebrate beauty, life & culture in Jamaica.)
In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking into their market offerings. I had the opportunity to talk with Bethan S. from Nikita Karizma to learn more about the brand.
(Image courtesy of Nikita Karizma's Instagram. Image depicts Avril Lavigne interview for Fault Magazine)
1. What makes Nikita Karizma different from other brands on the market?
We create pieces for people to feel beautiful, confident and special from within to empower them to share their positive voice to the world & celebrate their uniqueness through their personal appearances, authentic self and meaningful stories. We are also influenced by a humanitarian approach to design, we are encouraged to find peace in the journey through the service of giving back. For example, we take scraps from our studio to turn into tote bags for the foster children in the UK as part of our zero waste project.
(Image courtesy of Nikita Karizma's Instagram. Image depicts Shay Mitchell wearing a Nikita Karizma dress for the MTV Vmas. Each panel of this dress has been perfectly crafted to flatter the body’s natural curves.)
2. How does Nikita Karizma stay ahead of trends?
Through many conversations and collaborations with celebrities and cultural projects, our brand has stayed ahead of trends by listening to our clients and customers. Everything we have learnt through collaborating with the most inspiring individuals on the planet is infused into our brand and designs.
(Image courtesy of Nikita Karizma. Image depicts Gwen Stefani wearing Nikita Karizma jeans for Wonderland Magazine, styled by Nicola Formichetti and shot by Ellen Von Unwerth.)
3. How does Nikita Karizma incorporate its mission and vision into its product offerings? Our brand mantra is “Influencing for the greater good”. We want every customer to feel their best self. We add small messages into our clothes branding like “Hi. You’re perfect” and “Life is Good”. We also have a instagram filter QR code label sewn into our garments to make the wearer feel uplifted from within whilst getting ready.
(Image courtesy of Nikita Karizma. Image depicts Megan Thee Stallion wearing a Nikita Karizma leopard print chainmail bikini for the cover story of Sports Illustrated.)
4. What is the future of the company? The brands goals are to continue to uplift and support women that illuminate the world through their personal appearances, authentic self and meaningful stories. Not only within our products but the brand will also continue to donate a percentage of profits to charities worldwide, including local organisations helping end homelessness, hunger and domestic violence.
(Image courtesy of Nikita Karizma. Image depicts Doja Cat wearing Nikita Karizma for her press appearances.)