Sisters in Style

by mediology

Shruti and Aditi Sarin talk with You & I
Young, trendy, and vivacious are words that best describe the stylish sister duo, Shruti and Aditi. In this candid conversation, they tell us about their online portal, their love for fashion, and other interests.
OK, so tell us all about The Luxe Affaire.
Shruti & Aditi: The Luxe Affaire is a one-of-its-kind, premium online retail concept, known for its breadth of exclusive fashion. It taps independent boutiques and labels from all around the world that have been carefully selected for their forward-thinking attitude, and unique approach to merchandising and diversity. We offer a platform for designers with a curated collection for men and women, ranging from high-end couture to luxury embellishments that cater to a global clientele.
How was the company born?
S & A: Both of us have always been enamoured with the concept of fashion. The birth of the company was from a collective decision taken by us, instinctively yet strategically. Our years of study and experience both at the London School of Economics (while pursuing Entrepreneurship, Leadership and Global Management) and at Cardiff Business School while doing our MBA in Customer Relations, E-Commerce and International Marketing shaped the idea of doing something we love and are passionate about. And the only thing that came to mind was to make a mark in the luxury segment of the fashion industry. After our studies, we teamed up to establish a blueprint, ideas and so on. Along with the encouragement of our family, our venture was born!
Who do you target?
S & A: With designers, we target bold ones who are zealous about their creations. So far, we’ve successfully tied up with designers from London, Korea, Italy, Dubai, Mumbai, Delhi, Bengaluru, Pune and Jaipur. Their creations blend perfectly with our idea of luxury, fashion, and style.
In terms of our customers, we target the high-end niche market, celebrity style icons, and people with an experimental mind-set and an interest in futuristic trends in the fashion industry.
How do you feel working with your sister?
S & A: To be honest, we’d never imagined that someday we would work together. There’s this saying – “expect the unexpected” – and that is what has happened. Working with each other has helped us in many ways; strengthened our bonds and has also taught us to be more patient. Although we have different mind-sets, we trust each other’s work ethic and try to complement our respective strengths and weaknesses.
What does fashion mean to you?
S & A: “Fashion is about something that comes from within you,” Ralph Lauren has said. We feel that fashion is a way to express yourself; a way to signify who you are, where you come from and what you believe in. To some, fashion is an art; to others, its religion. To us, it’s both! We believe that every outfit has a story, and that your personality reflects in your style and surely defines who you are.

Define your own personal style in a few words.
Shruti: My personal style revolves around subtlety, class, elegance and an eye for detail. I’m quite the shoe collector, and love flaunting a few statement pieces from my wardrobe.
Aditi: My personal style can be described as doggedly eclectic. It is edgy, trendy, and bohemian. I never fail to highlight a couple of my favourite designer scores with my outfits, collected over the years.
How does the fashion scene differ from city to city?
S & A: Bengaluru is a little more fashion-conscious; people love being ‘in trend’ at any given time, and show interest in trends that hype up and make news in the fashion industry. Hyderabad, on the other hand, inculcates culture in fashion. People are way more outward, love trying out new trends and quirky clothes, and never hesitate to invest in something that flaunts their style!
What are your wardrobe essentials?
S & A: I think we jointly agree on this one: the quintessential black dress, a pair of nude Louboutins, oversized sunglasses and statement accessories!
What are your other interests?
S: Well, to start off with, we’re both compulsive shoppers! We love exploring new styles and trends, and invest in things that grab our immediate attention. I’m also an avid traveller and love exploring new cities and learning about their heritage and culture.
A: I’m a freelance model, a fashion influencer and a blogger. Some of the brands I’ve shot for include Zara, Dsquared2, Iceberg, and Paul & Joe, and these have been featured in several fashion magazines.
What do you do when you’re not working?
S & A: When we’re not working, we usually hang out; brainstorm about new ideas that we could put out on our website; party; socialise, and meet new people.                                                                                                                              —  as told to Niharika

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