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I chose to name my brand after myself—Elsa Nilaj—not out of vanity, but to carry forward the legacy of my family name. As the only child deeply rooted in the arts, I feel a strong responsibility and pride in continuing that creative lineage. My father, a renowned singer, has always inspired me, and through my work in fashion, I aim to honor and extend the artistic spirit that runs in our family.
It has been a dream since childhood. From a very young age, I knew I wanted to become a fashion designer and have my own label—one that carried my name. Even back then, I had already created the logo. It was never just about building a brand; it was about bringing a lifelong vision to life.
I was born and brought up in Europe, Albania, and my journey started and was built there. I happened to move to India for personal reasons, and it has been an enriching experience to be here and learn about India’s rich culture and crafts.
Elsa Nilaj, an Albanian by origin, began her journey in fashion at an early age, deeply influenced by a family immersed in the arts and a creative environment rich with music. Her early exposure to traditional crafts laid the groundwork for what would become a distinguished career in fashion.
Over the years, she has garnered numerous awards and recognitions, both within Albania and internationally. She has dressed music icons and many well-known figures. The brand is distinguished by its ability to translate traditional crafts and cultural heritage into contemporary & unique designs. With a strong focus on detail, Elsa Nilaj is recognized for her elegant looks, precision in tailor fits, her innovative approach to adding texture to fabrics, and her development of new textiles. Tailored cuts are central to the brand’s identity, reflecting a commitment to craftsmanship and a deep understanding of garment construction.
We are a startup and a small team, but I always say—the team is the heart behind every cardigan, every tailored piece, and every stitch of embroidery.
In my recently launched collection, I’ve used traditional cross-stitch hand embroidery inspired by childhood memories. This technique was taught to me from a young age. I’ve modernised it by applying it to lightweight fabrics and adding an extra bead to each stitch. Traditionally, this form of embroidery was used on heavy fabrics like jute to make carpets, but I wanted to give it a contemporary twist while still honouring its roots.
We believe sustainability goes far beyond avoiding plastic. For us, it means returning to our roots—collaborating closely with artisans, preserving traditional techniques, and keeping their craft alive through every piece we create.
At Elsa Nilaj, our design philosophy is rooted in emotion, heritage, and craftsmanship. We believe in creating timeless pieces that carry forward stories—whether through traditional techniques reimagined for today, or silhouettes that balance strength and softness. Every garment is a dialogue between past and present, blending cultural memory with contemporary form. Sustainability, for us, means honouring the hands behind the work, preserving artisanal skills, and designing pieces meant to be treasured for years—not just seasons.
New collection launching at the start of next year.
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