Recently we stumbled across a Clubhouse group on “why are NRIs so out of date” which made us think “are they really out of date”? Do American Indians always dress for weddings with dated salwar suits and shiny sarees? Upon closer inspection, we realized that the trend cycle that would typically find delayed gratification in Atlantic circles is now a myth. There are more NRI brides featured on India’s holy grail bridal designer Sabyasachi’s Instagram page than anywhere else. These millennial (and even GenZ) NRI brides are always ahead of the bridal wear trend curve. In addition, they are open to experimenting with new styles, silhouettes and even designers.
So whether you are a bride in USA looking to buy her trousseau or just someone who cannot make her annual pilgrimage to India to shop for stylish desi outfits, these websites will give you a wide choice. From leading Indian couture designers and upcoming fashion brands to one-of-a-kind American made-to-order boutiques, we’ve got a comprehensive list to serve you, in style.
If you are looking for edgy and experimental styles then Bisou NYC with its tiered sarees, jumpsuits and cape-lehengas is a great option. The brand works with local Indian artisans and creates clothing and accessories using ancestral weaving and embroidery techniques. Personalization is key here, the brand makes sure to give you an online or in-person measurement consultation to make sure the fit is correct.
Based in Los Angeles, KYNAH was founded by Aisha Rawji in 2017 as a destination for Indians overseas to find the right outfit for special occasions. A second generation entrepreneur, Aisha learned the ropes by watching her mother running a clothing store, Raaz, in the 90s. Inspired by the vibrancy of Indian clothing, she opened her multi-designer destination that caters to all your bridal, resort and resort clothing needs. In addition to hosting designers like Payal Singhal, Ridhi Mehra, Seema Gujral, Arpita Mehta, among others. They are currently hosting a pop-up by appointment in Los Angeles (until August 31) and will soon be hosting one in New York (September 3-18, 2021).
The Gujrati name for the treasure, New Jersey-based Khajana Boutique is literally a treasure for all types of second-hand clothing. The boutique has served the Indian community in the United States for over two decades and is known for its unique pieces. The website is an added bonus for those who want to have outfits made from a distance.
HoliChic by Megha
The main idea behind this New York-based brand is to create versatile and good quality Indo-Western fusion clothing. Founded by Megha Rao with the aim of bridging the gap between her South Asian roots and American cultures. Apparel from this contemporary label recently featured on the hit song Jalebi Baby by Indian-Canadian rapper / producer Tester and award-winning singer-songwriter Jason Derulo.
In 2016, Shreya Patel, at the age of 51, quit her financial planning job in India to retire with her family in the United States. However, her plans were turned upside down when she rediscovered her passion for design and the gap in the modern Indian clothing market. So, she founded RAAS, a South Indian e-commerce website that curates and designs quality handcrafted outfits from India. Innovative and bold designs that let you express yourself are the goal here. With the promise of sustainability with little or no waste of fabric and an eco-packaging ideology.
Folds and petals
If you’re planning a Pinterest-worthy wedding with matching bridal party outfits, then head to Pleats & Petals. Color, cut or complementary details, this brand aims to facilitate your shopping experience with its personalized options. Let a stylist work on customizing your look and voila, you have a bridal party dressed in beautiful, coordinated tailor-made outfits.
Launched in 2017, Lotus Bloom is a multi-designer store curated with some of the most unique Indian and Pakistani designers. From established designers to future designers, the selection is made with the requirements of NRI Brides in mind. We love their “UpSaree” service which allows you to customize an old saree into modern silhouettes like a lehenga, pantsuit, jacket or dress.
Gone are the days when obtaining South Asian clothing in the United States and abroad was a difficult feat, today there are a plethora of local and Indian websites aimed at this demographic. Among them, Aayka connects NRI brides and other consumers directly to South Asian designers and artisans, helping them create personalized looks closer to their location, budget and style.
VE India Design Collective
This curated store brings designers like Antar-Agni, ANDRAAB, Nidhi Tholia, Jayanti Reddy, JADE, Mayyur Girotra (pictured) and more to the shores of the United States via New York, especially for NRI brides building their keychains. The availability of the latest collections from these established Indian designers makes it worthy of your scrolling time.
Almost like a Pinterest board for beautiful outfits, Lashkaraa is all about timeless craftsmanship and design. Ornate sharara and gharara pieces for modern women who love color and style. A wide selection of embellished Pakistani costumes ensure that you and your loved ones are all dressed like a T at the next family wedding.
All images: courtesy marks.
Header Image: Courtesy of xx and Featured Image: Courtesy of xx.