Rent the Runway makes its foray into South Asian clothing with the introduction of formal Indian wear.
Sani also created videos showing customers how to drape the dupatta, a scarf-like cloth worn to accessorize many South Asian outfits, so that people won’t wear the outfits out of context.
Sarah Tam, Rent the Runway's chief merchant officer, said the company listens to customers' feedback to see if it is meeting their needs, and it launches new products, categories and designers in response. "Sani is the first South Asian style brand that we've added to our offering and we look forward to gathering the feedback on it from our members, so stay tuned for more," Tam said in an email.about the three Sani pieces Rent the Runway is offering, people voiced their appreciation for the availability of Indian formal wear.
Shamdasani, however, said having a platform where Sani can inform people about South Asian fashion is incredible for the company. She said that she sees the partnership increasing the market for those who are in the South Asian fashion space. “We don’t see it as it’s minimizing or shrinking who’s out there,” Shamdasani said. “I think it’s going to create more and more opportunities.”
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