"I wanted my outfits to represent who I truly was"
To bridge the gap between Desi and Western identities, Rahat Khan created Desi Ever After, a fashion brand that celebrates the beauty of the two very different personas of South Asian women.
Desi Ever After empowers South Asian women to live authentically through clothing that is designed with a strong focus on self-expression as well as sustainability.
The innovative fashion brand encourages consumers to wear garments more than once and it has never been easier thanks to Desi Ever After’s sets that include clothing items that can also be worn as separates.
This eliminates the need to purchase new outfits for every occasion. Alongside saving the planet, this initiative will also help you save money both in the short and long run.
In an exclusive interview with DESIblitz, the founder of Desi Ever After reveals everything you need to know about the exciting fashion brand as well as her style predictions for 2023.
Can you tell us a little about yourself?
Being a Desi woman in America is a unique challenge. While we are a proud product of vibrant and colourful culture, it’s not always easy to integrate it into our wardrobes.
I often found myself disappointed with the options that were available to me as a young Desi woman in the United States.
I wanted my outfits to represent who I truly was, but failed to see something that came close.
Desi Ever After is my tribute to that young Rahat and the Desi women of today, so that they never have to choose between clothing that represents who they are and that which seamlessly fits into their day-to-day lives.
With every outfit, we want to help you to bridge the gap between your Desi and Western identities.
We encourage South Asian women to hold their culture close to their hearts and empower them to live authentically through modern clothing that is designed with a strong focus on sustainability and accessibility.
What makes Desi Ever After different from other fashion brands?
Unlike a lot of other Desi fashion brands that focus on heavy and traditional Indian clothing, Desi Ever After is all about modern Desi clothing that is easier to wear, sustainably produced and more accessible.
You can wear an outfit from our collection to both a wedding and a casual brunch.
I love how our clothes are so versatile and can be worn for years to come!
What inspired you to create Desi Ever After?
My inspiration for Desi Ever After came from the idea that up until I launched the brand, there weren’t many brands that I as a South Asian woman could wear – versatile, accessible and still representative of my culture.
Most Desi clothing usually comes in sets that are hard to mix and match and we’re here to change that.
What is the most popular outfit from the brand?
The Baizah Set is one of our most loved pieces – it’s a beautiful printed two-piece set that actually sold out multiple times on our website!
Our community also really loves our timeless silk Kaftans (that come in a range of stunning jewel tones) and one of our newest launches, the versatile Khushi Set that you can wear to everything from a wedding to brunch!
What colours do you think will make a comeback in 2023?
I am really feeling orange and copper tones for 2023 and yes, you can expect to see a lot more pieces from us in these colours come 2023!
What tips do you have for Desi brides when shopping for wedding attire?
A tip that I always have for brides that I’ve worked with before: Don’t forget to get an outfit that is easy to wear, has a comfortable fit and still represents your culture.
We always plan for the bigger, heavier outfits but often forget that we still need something to wear after the festivities are over!
What are the benefits of shopping for a Desi outfit online rather than in-store?
Unlike a lot of other Desi brands, we have a streamlined process for returns and exchanges.
In doing so, we ensure that you actually love the outfits that you buy from us and that you’ll end up cherishing and wearing them for a long time to come! This also ties back in with our concept of sustainability.
We truly believe that outfits that are loved and cared for, last longer.
Among the youth, there appears to be an enthusiastic approach to combining traditional clothes with a Western touch.
With the increasing exposure of the Indian subcontinent to the Western world, the merging of women’s clothing styles is inevitable.
Many Indian and Pakistani women residing in the West still prefer to wear traditional salwar kameez and sarees however, some women, particularly those of the younger generation, choose Indo-Western clothing.
New fusion fashions are emerging rapidly, as designers compete to produce designs in tune with current trends.
Desi Ever After is a clothing brand that caters to Gen Z as well as consumers who are looking to revolutionise their Desi wardrobes.