Pre-loved clothing platform Saritoria has joined forces with Bollywood celebrity Bhumi Pednekar to retail a curated selection of clothing from Pednekar’s own personal wardrobe to shoppers. Along with enabling the public to shop the actress’ own wardrobe, the move is designed to promote sustainable fashion.
“As a business whose essence is sustainability, it’s essential for us to partner with likeminded individuals,” Saritoria’s founder Shehlina Soomro told Elle India about the initiative. “Bhumi Pednekar has been an amazing advocate for protecting our planet and we love her passion for the cause. She has been brilliant to work with throughout and gives 200% to support Saritoria’s mission to make preloved everybody’s first choice. Her wardrobe listed on Saritoria is perfect for the modern millennial or Gen Z with a range of brands from ultra high end Jacquemus to more accessible House of CB. We feel that Bhumi Pednekar is someone that our community can easily associate with given she is a true representation of the modern working woman.”
Saritoria counts over 10,000 users and plans to continue to tap into rising demand for pre-loved luxury and premium fashion. The business plans to open hubs across India in the coming five years and to increase both its user and seller base.
“I feel in the West there are many platforms that give you the opportunity to buy vintage, thrifted pieces, in India we don’t have many,” said Pednekar. Saritoria is one of the first and I really like their aesthetic and what they were trying to do… ‘Thus when this opportunity came I jumped to it and realised that there’s so much within my wardrobe that I don’t wear right now for various reasons but there might be somebody else out there who might love this piece or who might love wearing it and it might bring more joy in their life, so we did this collaboration, of which all proceeds go to charity and I really hope we can do many more of these.”
Saritoria offers second hand clothing for both men and women from brands including Hermes, Sabyasachi, Manish Malhotra, Tarun Tahiliani, Anita Dongre, and Anamika Khanna among others, according to its website. The business is based in New Delhi.
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