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A New Rental Concept Makes it Easy to Source Stylish Indian Wedding Apparel

By Elle Cashin | August 19, 2020 | Style & Beauty

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A selection of modern Indian dresses handcrafted by Lukh and available for rental

While planning her traditional Indian wedding last year, Karen Desai found that her guests were having trouble finding the right attire for the various events, from the sangeet to the formal reception. Ever the entrepreneur, she teamed up with business whiz (and bridesmaid) Rajul Parekh and designer Kinney Sheth to create a Rent the Runway-inspired concept for Indian attire dubbed Lukh (pronounced “look”), and launched the company early this year.

"If Indian clothes don’t fit perfectly, they don’t look good,” Sheth says of the main problem the trio faced. So they spent months testing 14 different body types and developing a sizing system that—thanks to adjustable straps at the shoulders and a back that expands and tightens— accommodates sizes 00 to 14.

The process is simple: Customers select their styles— Lukh’s online guides help determine what attire is appropriate for each wedding event—and choose a rental time frame; four, six or 12 days are standard. A prepaid shipping label (and no dry cleaning necessary) makes the return simple. For brides, it’s even easier: Link to Lukh on your wedding website, or include it on your invitations. The team can even create a custom code for your guests based on your wedding hashtag.

The collection is a combination of designs created in-house by Sheth and sourced from suppliers in India (modified with Lukh’s sizing features), where the trends evolve much faster than in America. They turn to their social media following to learn what customers are looking for, and have plans to introduce men’s and kids’ styles, plus jewelry and accessories, in the near future.

“Our goal is to provide everyone equal opportunity to experience Indian culture—and [we do that] through fashion,” Desai says. “We’re a diverse country—and sometimes there could be language barriers or traditional barriers—but the easiest way to feel comfortable and confident is if you look the part.” Rentals from $75, lukhstudio.com



Tags: weddings

Photography by: Diego Palomino