Instagram, @desieverafter

Why I Decided to Start My Own Desi Fashion Brand

As a young girl growing up in the United States, I was always on the lookout for clothing that connected me to my rich and vibrant culture. I was uninspired by standard American fashion, and I also wanted to go beyond the traditional three-piece suits that are quite often the norm in Desi culture – great to look at but often not quite practical enough to fit into the modern lifestyles of Desi women across the world.

From very early on, I spent countless hours watching my mother and aunt make beautiful outfits for my sister and I; surrounded by colourful fabric and the comforting sound of the sewing machine, I always dreamt of the day when I would be able to design my own lenghas, shalwar kameez, and sarees. As soon as I could, I began sewing my own designs (initially for my dolls and pets, and later for those who trusted me to dress them up for everything from graduation ceremonies to weddings to baby showers and beyond). I took constant inspiration from my love for Desi fashion, my obsession with Bollywood, and the elaborate textiles I was lucky to have grown up around. I loved the creative freedom I had as a designer to authentically incorporate my culture and personal style into outfits that I could wear for everything from school to social events.

Through my own experiences and that of the women around me, I have come to realise that fashion is often one of the truest forms of self-expression.

It is said that every great dream begins with a dreamer. Even as a young woman navigating through the many ups and downs of life, I wanted to find a way to turn my childhood dream of a modern desi fashion brand into reality, eventually leading to the launch of Desi Ever After. With Desi Ever After, I am excited to be able to merge the essence of my culture with my deep passion for modern fashion into a brand that truly encompasses the essence of South Asian culture and is an extension of my unapologetically Desi personality.

Being a Desi woman in America is a unique challenge. While we are a proud product of a vibrant and colourful culture by birth, it’s not always easy to integrate it into our wardrobes and our lives, that so often reflect a large spectrum of realities. Desi Ever After helps you to seamlessly bridge the gap between your desi and western identities; we encourage South Asian women to hold their culture close to their hearts and empower them to live authentically through modern clothing that is designed with a strong focus on sustainability.

Through my own experiences and that of the women around me, I have come to realise that fashion is often one of the truest forms of self-expression. At Desi Ever After, we are constantly looking for ways by which we help Desi women to go beyond the traditional three piece suit, with clothing that is designed to be mixed and matched to take you from a social gathering to work to Desi weddings and beyond. Our clothing gives you the freedom to proudly embrace your multi-layered identity and yet, go beyond the confines of traditional desi clothing. We also ensure that every DEA piece is designed with a focus on versatility and to be mixed and matched with other items from your wardrobe. I love how this allows for the outfit to be constantly restyled and become a part of your wardrobe for years to come.

Growing up, fashion has helped me to honor my culture and express my personal style; and with our latest collections, we are excited to bring to our customers more options on how they can incorporate a piece of their culture into their everyday lives. With Desi Ever After, I hope to empower our community to authentically and express themselves creatively through fashion as well as encourage others to learn and authentically participate in the beauty of the many cultures that are synonymous with the rich and varied culture of South Asia.