By Jessica Ye (Jessica Yap)
“Why is everything sparkly for girls? Why can’t boys have sparkly things?”
That question came from Shazana Nawaz’s six-year-old brother. Years later, it became the foundation of ZARS LONDON.
Founded in 2020, the British accessories label is best known for its hand-embroidered neckties that challenge long-held ideas about menswear. Produced in limited quantities by family-run, women-led workshops in the UK and Pakistan, each piece is created with couture-level craftsmanship, with some designs taking up to 14 hours to complete.
What began as an independent brand has quietly earned global recognition. ZARS LONDON ties have been worn by Julia Roberts (featured image), Graham Norton, Kelly Clarkson, Method Man, Calum Scott and Larenz Tate through organic celebrity adoption, while King Charles III recently sent Nawaz a personal letter of thanks after receiving one of the brand’s designs.
Behind the growing recognition is a bigger ambition. Nawaz isn’t simply making ties. She’s questioning why artistry, embellishment and collectability have long been associated with womenswear while men’s accessories have largely remained understated.
Couture Troopers speaks with the founder about the childhood question that changed everything, why she believes the necktie deserved a second life, and how ZARS LONDON hopes to reshape the future of men’s accessories.
Couture Troopers: Your younger brother once asked, “Why is everything sparkly for girls? Why can’t boys have sparkly things?” It’s such an unexpected starting point for a fashion brand. What do you remember about that moment, and why do you think it stayed with you all these years?
Shazana Nawaz: I remember how genuinely upset he was, and it upset me too because I honestly didn’t have an answer. Looking at what was available in menswear at the time, he was right. How often do you see beading, crystals or decorative craftsmanship created specifically for men? What was the equivalent of a statement necklace for a man?
It was such an innocent question, but the meaning behind it was incredibly powerful. Those words have stayed with me ever since. Even today, whenever I begin designing, one of my first thoughts is, “How can we bring that sense of sparkle and excitement into this piece?” That single conversation became the beginning of everything.
What’s even more special is that my younger brother is now 19 and has gone on to launch his own jewellery brand, ZAS Gem Studios. Looking back, it makes me realise that his question was never really about sparkle. It was about self-expression. In many ways, we’re both exploring that same idea through our own creative journeys.
Couture Troopers: Beyond sparkle, what do you think that question revealed about the way men’s fashion approaches self-expression?
Shazana Nawaz: It revealed that beauty, excitement and self-expression have traditionally been celebrated far more in womenswear, while men’s accessories have often been expected to remain practical, predictable and understated.
I never believed creativity should be divided by gender. Men deserve the same opportunity to express themselves through craftsmanship, embellishment and artistry. That belief has become the philosophy behind ZARS LONDON.
Couture Troopers: You chose to reinvent one of menswear’s most traditional accessories, the necktie. Why did you see so much untapped potential in it?
Shazana Nawaz: There were two reasons.
Firstly, I kept returning to the same question: What is the equivalent of a statement necklace for a man? For me, the answer was the necktie.
Secondly, there’s a saying that a man’s tie reflects his confidence. Ties already carried meaning and presence, but I felt they had never truly reached their creative potential. I wanted to transform them from something purely functional into something people would genuinely admire.
Couture Troopers: Every ZARS LONDON tie is handcrafted, with some taking up to 14 hours to complete. Why was it important to build the brand around craftsmanship?
Shazana Nawaz: I never wanted to create something disposable. I wanted to create pieces that could be treasured and passed from one generation to the next.
Craftsmanship gives an object a soul. It’s what makes something worthy of becoming an heirloom.
I still own my mother’s beautifully embroidered zari dresses, and they remind me that true craftsmanship never loses its value. That’s the feeling I hope every ZARS LONDON piece carries with it.
Couture Troopers: Your designs have been worn by everyone from Julia Roberts and Graham Norton to Method Man and Kelly Clarkson through organic celebrity adoption. Has there been one moment that made you stop and realise the brand was resonating on a much bigger scale?
Shazana Nawaz: Honestly… not really!
Being an independent designer means there isn’t much time to stop and reflect. A celebrity wears one of our pieces and my first reaction is, “Oh my goodness!” Then it’s straight into creating content, responding to enquiries, sharing the news and getting back to designing.
Every now and then, though, I have a quiet moment where I think, “Wait… Julia Roberts really wore something I created.” Or “Did Graham Norton really wear our tie on TV?” Those moments are incredibly surreal, but I still don’t think it’s fully sunk in.
Couture Troopers: You also received a personal thank-you letter from King Charles III after gifting him one of your designs. What did that recognition mean to you?
Shazana Nawaz: I have to share one lovely detail, it actually arrived on my birthday, which made it even more special.
Reading the words, “The King has asked me to express his gratitude to you,” and “His Majesty would have me convey his sincere thanks,” was an unforgettable moment.
As an independent designer, receiving that recognition felt incredibly meaningful. More than anything, it reassured me that the craftsmanship, care and thought behind every piece are being recognised. It made me feel we are on the right path.
Couture Troopers: ZARS LONDON works with family-run, women-led workshops in both the UK and Pakistan. How do those relationships shape the way you think about luxury?
Shazana Nawaz: To me, luxury is no longer just about the finished product. It’s about time, people and purpose.
We live in an incredibly fast-paced world where spending time with family has become a luxury in itself. Working with family-run workshops means knowing that craftsmanship is being preserved without losing those important human connections.
I also love that ZARS LONDON is a women-led brand working with women-led manufacturers to create beautiful pieces for men. There’s something incredibly meaningful about that partnership, and it’s something I’m very proud of.
Couture Troopers: Your ties often feel closer to wearable art than traditional accessories. Do you hope people collect them in the same way they collect jewellery or artworks?
Shazana Nawaz: Absolutely. I would love to see ZARS LONDON pieces displayed in fashion museums and galleries one day, and more importantly, passed from generation to generation.
People carefully choose jewellery to complete an outfit. I hope one day they’ll choose a ZARS LONDON piece in exactly the same way, not simply as an accessory, but as something to be treasured and collected.
Couture Troopers: As fashion becomes increasingly fluid, do you think men’s accessories are finally becoming a space for individuality and creativity?
Shazana Nawaz: I definitely think we’re moving in the right direction, and that’s exciting.
For so long, fashion innovation has largely centred around womenswear, leaving men’s accessories relatively unexplored. I genuinely believe it’s one of the most exciting opportunities within luxury fashion today.
We’re only at the beginning of that shift, and I think there’s still so much more room for creativity, craftsmanship and self-expression.
Couture Troopers: Looking ahead, what do you hope people will associate with ZARS LONDON in five years’ time?
Shazana Nawaz: I hope ZARS LONDON becomes for men’s fashion what Chanel became for women’s fashion, a house that changed the conversation.
Not simply by creating beautiful products, but by redefining what men’s luxury could look like. I want people to think of ZARS LONDON as the brand that proved craftsmanship, embellishment and artistry belong in menswear just as much as they do anywhere else.
If we can inspire future generations to see men’s fashion through a different lens, then I’ll feel we’ve achieved something truly meaningful.
Featured Image: Jelani Alladin and Julia Roberts in Zari Luxe Ties | Images: ZARS LONDON
