Rising From The East - KareenasCloset.co.uk Is Making High-End Indian Fashion Accessible to Everyone

A growing mainstream demand for Indian fashion and accessories, such as saris and salwar suits, has resulted in the rise of a new shopping phenomenon – the rise of the online sari rental service.

Birmingham (I-Newswire) September 21, 2012 - A growing mainstream demand for Indian fashion and accessories, such as saris and salwar suits, has resulted in the rise of a new shopping phenomenon – the rise of the online sari rental service. One such service, Birmingham based KareenasCloset.co.uk, reports that of a whopping 47% of its 2700 members are from non-Asian backgrounds.

"Since we launched in August, we've been taken aback by the interest in Indian fashion from mainstream bloggers and customers alike.” said Kareena's Closet co-founder Harpal Singh. “Non-Asians have always wanted to participate in their friends' weddings and events, but buying a designer sari of lehenga to wear once is expensive and confusing. That's why services like ours are really taking off right now, in terms of popularity."

Exclusive designers such as Satya Paul have long influenced western fashion trends, but it is only now that classical Indian fashion is becoming more mainstream within the UK.

“Western women really appreciate the elegant 'wow' factor that Indian fashion has to offer, but have been put off in the past by not being sure of choosing the right sari and wearing it the right way”, said Fashion Blogger Zorawar Singh. “Hire services like Kareena's Closet really take the mystique out of Indian fashion, and make it more accessible to a wider audience”.

With its high sign-up rate and niche appeal, services like Kareena's Closet are beginning to demonstrate why Indian designer saris may be the next big thing to hit European catwalks.