Our Vision
Our vision is to redefine what modern luxury can look like in menswear.
For generations, embellishment, intricate craftsmanship and decorative artistry have been celebrated predominantly within womenswear. ZARS LONDON exists to challenge that convention and create more space for individuality, creativity and self-expression.
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The necktie was our starting point, but it was never intended to be our limit.
As ZARS LONDON evolves, our vision is to build a distinctive British fashion house spanning accessories, apparel and beyond, while remaining true to the craftsmanship, limited production and individuality on which the brand was founded.
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We want our pieces to be recognised not simply as fashion, but as wearable works of art: pieces people treasure, collect and eventually pass from one generation to the next.
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Ultimately, we hope ZARS LONDON can help change the way people see menswear, proving that craftsmanship, embellishment and artistry belong in men’s fashion just as much as anywhere else.
The tie was only the beginning.
All About ZARS LONDON
Founded by Shazana Nawaz in 2020, ZARS LONDON is an independent British fashion label creating distinctive accessories and apparel shaped by craftsmanship, individuality and artistic expression.
But the idea behind ZARS LONDON began much earlier.
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When Shazana’s younger brother was a child, he once asked her:
“Why is everything sparkly for girls? Why can’t boys have sparkly things?”
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It was a simple question that stayed with her. At the time, menswear offered comparatively little of the beading, crystals, embellishment and decorative craftsmanship so widely celebrated elsewhere in fashion. It raised a bigger question: why should creativity and self-expression be divided by gender?
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That idea would eventually become part of the philosophy behind ZARS LONDON.
The necktie became the starting point. One of menswear’s most traditional accessories was reimagined as a canvas for craftsmanship and expression something that could hold the presence of jewellery while remaining unmistakably a tie.
What began with handcrafted neckties has since evolved into a growing collection of accessories and apparel. While the necktie remains at the heart of our story, every ZARS LONDON piece carries the same commitment to distinctive design, individuality and craftsmanship.
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Traditional artisanal techniques meet contemporary design through intricate hand embroidery, zari work, beadwork, pearls, crystals and embellishment. Some pieces can take up to 14 hours to complete by hand, with variations in the craftsmanship making each one individual.
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We believe true luxury should never be rushed.
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In a world increasingly driven by speed and mass production, ZARS LONDON follows a slower, more considered approach. Our pieces are produced in limited quantities and carefully considered drops, preserving their rarity while avoiding unnecessary overproduction.
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We don’t create simply to follow a season or trend. We create pieces intended to be worn, treasured, collected and remembered, pieces that can hold meaning long after the moment in which they were first worn.
Today, ZARS LONDON designs have been worn by internationally recognised figures including Julia Roberts, Graham Norton, Method Man and Kelly Clarkson, and have received recognition from editors, stylists and creatives around the world.
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Yet the purpose remains rooted in the same question that started it all:
What if menswear could offer more room for artistry, craftsmanship and self-expression?
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For ZARS LONDON, the necktie was only the beginning.
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WHAT DOES ZARS LONDON MEAN?
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The name ZARS is deeply personal.
It is an acronym representing four of the most compassionate, honest and resilient people in Shazana’s life: her mother, her late grandmother, her brother and herself.
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LONDON represents the birthplace of the creative vision.
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Together, the name represents both where the brand comes from and the people at the heart of its story.
OUR APPROACH TO LUXURY
​To us, luxury is about time, people and purpose.
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ZARS LONDON works with family-run, women-led workshops in the UK and Pakistan, bringing together traditional craftsmanship and contemporary design.
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We create slowly and in limited quantities because rarity should have meaning. From the selection of fabrics to the final stitch, our focus is on craftsmanship, quality and longevity rather than volume.
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OUR COMMITMENT TO TRANSPARENCY
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At ZARS LONDON, we consider transparency a mark of true luxury.
Our product images are intentionally left untouched, with only minimal adjustments to lighting where necessary for accuracy. We do not digitally alter or enhance the design, detailing or craftsmanship of our products.
Our Packaging
Luxury isn’t about having more. It’s about owning something deliberately made, rarely seen and created to last.
​​​We believe thoughtful design should extend beyond the piece itself.
ZARS LONDON uses simple, minimal packaging designed to protect our products without unnecessary waste. Rather than investing in excessive branded materials, we choose to focus our resources on the craftsmanship, quality and longevity of what is inside.
It is a small reflection of our wider belief in mindful consumption and a slower, more considered approach to fashion.
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ZARS LONDON
TIMELESS BY DESIGN
