ZARS London: Redefining the Necktie as a Contemporary Work of Art

At a time when fashion continuously seeks new meaning, few brands manage to transform a classic element into something truly disruptive. It is within this space that ZARS London emerges, a British label redefining the necktie not as an accessory, but as an artistic expression.

Founded in 2020 by visionary designer Shazana Nawaz, the brand was born from a clear and compelling vision: to elevate traditional tailoring into a new dimension where technique, emotion and identity converge. Each piece is meticulously handcrafted, with intricate embroidery that can take up to fourteen hours to complete. The result is a series of unique creations, never replicated, designed not merely to complement a look, but to transform it.

More than an aesthetic exercise, ZARS London introduces a new language within contemporary luxury. Its ties, often adorned with crystals, pearls and precious elements, move seamlessly between fashion and jewellery, occupying a hybrid space that challenges conventional definitions.

The brand’s growth has been marked by organic recognition, something increasingly rare in today’s landscape. International stylists and high profile figures have embraced its designs, positioning ZARS London as a recurring presence across editorials, red carpets and culturally relevant moments. Among those who have worn the brand are Julia Roberts, Kelly Clarkson and Graham Norton, reinforcing its global appeal and cultural significance.

This recognition has extended beyond the fashion world, reaching even the British monarchy. The brand received a personal letter of thanks from His Majesty King Charles III after gifting a piece from the Zari Luxe collection, a gesture that underscores the craftsmanship and authenticity embedded in every creation.

What truly distinguishes ZARS London, however, is its essence. The name itself carries deep personal meaning, an acronym inspired by four of the most influential figures in the founder’s life: her mother, her grandmother, her brother and herself. This emotional foundation is reflected in every detail, bringing a rare sense of intimacy and purpose to the world of luxury.

At the same time, the brand demonstrates a strong commitment to responsible practices. Production takes place in small batches, in collaboration with family run, women led workshops in the United Kingdom and Pakistan, supporting not only exceptional craftsmanship but also meaningful social impact. The use of deadstock fabrics and the emphasis on longevity reinforce a conscious approach aligned with the expectations of modern luxury.

At the intersection of South Asian heritage, bold innovation and London’s dynamic creative energy, ZARS London stands as one of the most compelling names in the new generation of luxury. A brand that does not simply follow fashion’s evolution, but actively shapes it.

More than something to be worn, its creations invite a statement of identity. And perhaps that is what defines true luxury today: pieces that are not only seen, but felt, lived and ultimately expressed.