FEATURE
Like many large scale events during Covid-19 , the world of weddings was turned upside down last year . We speak to three women in the industry about how they evolved their businesses to cater to brides in the current climate .
Interviews by Jo-Anne Hui-Miller
Harleen Kaur , New York Harleen Kaur , designer
Inside Retail : How do you combine Indian design with Western concepts ? Harleen Kaur : Harleen Kaur offers a distinct aesthetic by combining traditional South Asian clothing with modern , eclectic , Western concepts . The unique aesthetic the brand offers ranges from comfortable cotton kurtas [ loose collarless shirts ] and floral satin lehengas [ ankle-length skirts ] to intricate jacquard sherwanis [ long coats ] and metallic embroidered gowns . By using more nontraditional fabrics in traditional Indian silhouettes , the pieces are truly unique .
IR : What is it like catering to Indian brides and grooms in the US ? HK : I think the main difference between our brand and a lot of the ones that you would find within India or even at Indian boutiques in the US is the aesthetic . Most brides and grooms who come to us are South Asians living in a country like the US , where there are so many different cultures to be influenced by . We ’ ve kind of created our own sense of style and a lot of the traditional Indian clothing brands don ’ t represent that .
IR : What are some of the most interesting ways that catering to Indian brides is unique and what are some of the challenges ? HK : I love being able to work with
20 | www . insideretail . com . au May 2021