Couture Rani launches new e-commerce site and vision

By

Isabelle Crossley

Published
May 25, 2021

Couture Rani is relaunching as a multi-brand e-commerce site to bring South Asian brands to the U.S. and has just launched Atsu Sekhose’s latest collection online.

Couture Rani first launched 10 years ago as a made-to-order bridal fashion brand and has now pivoted to developing a roster of sustainable and community-driven fashion labels that showcase craft techniques from South Asia. Its new e-commerce site has launched with Atsu Sekhose’s collection, which mixes western wear silhouettes such as shirt dresses and blazers with traditional Indian craft techniques including beading. 
 
“Our goal is to shine a spotlight on the incredible talent from the region and focus our attention on brands that follow a slow fashion approach,” Couture Rani’s CEO, Gina Mathew, told Elle India. “Craftsmanship, sustainability and supporting artisan communities is at the forefront of Couture Rani’s mission.”

The content and commerce platform will soon launch other brands for the international market and aims to give shoppers more information about the products they are buying to create a transparent supply chain. Mathew and business partner Venk Modur are virtually meeting with designers in India to find brands that align with these values. 
 
“We’re very excited to be launching the new site,” said Mathew. “We will initially feature a small roster of designers and add more over the next few months. One aspect we’re most excited about is providing a space to incubate young design talent and give them an opportunity to showcase their collection on our site. We will be working with Ashwin Thiyagarajan as our first emerging talent whose journey we’ll share via our social media channels. There are also pop-up events in the works and expanding our offerings into beauty and lifestyle products.”