The Best Of Both Worlds

The Best Of Both Worlds

Experience the luxury of designer bridalwear with no strings attached, courtesy of Front Row London.

ARTICLE BY : Nupur Sarvaiya


Every bride wants her wedding day to be the perfect amalgamation of her vision and personality. The wedding wardrobe especially plays a huge part in making her fairy-tale celebration come true. Unfortunately, most brides only wear their wedding lehengas once as it is unsuitable or too precious for other occasions. Not to mention, storing heavily embroidered, designer lehengas and grand, long tailed reception gowns can consume valuable space in your new home. But don’t let the afterthought of what to do with your OTT bridalwear at the end of the festivities keep you from looking like a queen on your big day. We have a sustainable solution for you that won’t break the bank–Front Row London, a unique south Asian bridalwear rental service.

What They Do

“Front Row is a luxury-on-loan service featuring designer clothing and accessories that’s available to rent from over 50+ international luxury brands. Our digital peer-to-peer platform enables you to keep up-to-date with the latest designers and trends, whilst promoting the recirculation of luxury goods and contributing to a more sustainable world,” reveals Shika Bodani, founder of Front Row London. Designed to eliminate the problems of storing space-consuming south Asian bridalwear, the well-curated platform offers a chance to wear bridal outfits straight off the runways without the clause of buying it. You can book an appointment at their private Mayfair showroom to see what suits your needs. At the trial session, you can also pre-book a concierge service for personal styling tips.

The Portfolio

As the only platform to offer a rental service for Indian luxury designer brands, Front Row London houses outfits from Anamika Khanna, Manish Malhotra, Tarun Tahiliani, Faraz Manan, Falguni Shane Peacock, Gaurav Gupta and many more renowned names. “We have a selection of bridal lehengas available to rent from Sabyasachi, Rimple & Harpreet Narula and Shyamal & Bhumika,” adds Shika. With an extensive list of the trendiest designers, Front Row London has a range of outfits particularly curated for occasions such as mehndi, sangeet and wedding. Their inventory features an extensive selection of bridal lehengas, saris, anarkali and dhoti sets, along with jewellery sets. Groom, too, can rent from their edit of kurta sets. The platform also offers a selection of “lighter and unbranded outfits” that bridal and groom’s parties can rent. “We have previously worked together with couples to offer our pieces at a discounted rate for their guests,” Shika says. It is curated to fit every occasion, style and budget.
That’s not all, brides who’d like to pair their Indian wear with an accessory by an international brand can get their hands on shoes and bags from the likes of Valentino, Chanel, Giuseppe Zanotti, Gucci, Prada and Christian Louboutin among others, and at a fraction of the price.

Green Approach

Renting is not just about being able to indulge into luxury designer outfits at an affordable price, but it also works best for brides looking to make their wedding events more sustainable. It is just like choosing fresh flowers over artificial arrangements. “There are a number of benefits of renting a wedding outfit. Every bride wants to have that iconic Sabyasachi moment, and will often spend thousands on these items and only wear them for a few hours. We are giving them the opportunity to have an experience in fashion without breaking the bank or going through the hassle of having to store the items afterwards,” explains Shika about the major advantages of renting a designer ensemble from Front Row London.
Rental bridalwear is definitely a more practical approach to making your wedding dream come true. The service at Front Row London goes beyond the limitations of renting. “You can also lend pieces from your own wardrobe so if you have any designer pieces sitting in your wardrobe, you can monetize them and start earning money today.”

Editor-In-Chief: Sonia Ullah
Photography: Gagan Dhaliwal
Creative Director: Manni Sahota
Fashion Editor: Vikas Rattu
Hair & Makeup: Billie Martin Manning
Jewellery: Maala London

Location: Caboose Salisbury

• Front Row London
Instagram: @FrontRowLondon


Tags : Front Row London  Rental Service  Sustainable  Indian Fashion  Bridal Fashion 
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