Shehlina Soomro aims to make preloved fashion South Asia's first choice with Saritoria

By

Isabelle Crossley

Published
Apr 22, 2022

Customer-to-customer platform Saritoria is continuing to add more luxury brands to its preloved selection, with a focus on bridal wear for the summer wedding season, as it aims to promote sustainable fashion in India. 

Saritoria is expanding its preloved product selection and has launched a bridal wear segment to promote second hand fashion to brides-to-be, the business announced on Facebook. The platform’s aim is, “making preloved the first choice in South Asia,” co-founder Shehlina Soomro told Vogue India about the brand’s main goal. 
 
The business has also launched a series on its Facebook and Instagram platforms which recreates recent celebrity red carpet looks using preloved pieces available on its platform. The business also shares infographics on different ways to shop fashion sustainably to promote its ethics in a wider context. By focusing on creating a community of shoppers, Saritoria aims to increase engagement with its platform and build brand loyalty. 

“A lot of solutions that exist today already focus on western wear and accessories but considering the amount of craftsmanship, resource- both human and environmental- that goes into Indian clothing, a preloved platform catering to South Asians was long overdue,” Soomro said about the brand’s inception. 
 
Shehlina Soomro founded Saritoria in July, 2021 along with fashion entrepreneur and designer Pernia Qureshi. The platform specialises in luxury labels and features clothing and accessories by brands including Anushree Reddy, Rohit Bal, and Suneet Varma among others.