The Sani Sisters’ South Asian-Impressed Trend on TikTok
Trend is synonymous with self-expression, and Niki and Ritika Shamdasani created a whole clothes model out of their must really feel seen within the vogue business. When a seek for outfits to put on to an Indian wedding ceremony left them empty-handed, the sisters set to work creating their very own vogue model tailor-made to their private kinds. Sani, an abbreviated model of their final identify, is a formalwear model impressed by their South Asian tradition. From the age-old dilemma “I’ve nothing to put on,” the sisters created a sustainable clothes firm that blends tradition and neighborhood.
“What we discovered on TikTok was not simply an Indian American neighborhood. It was a neighborhood within the tradition as entire.”
“We did not have an enormous neighborhood of Indian People or South Asian People,” Niki tells POPSUGAR of being born and raised in Fayetteville, NC, after their mother and father emigrated from India. Rising up of their small, predominately white hometown, the Shamdasani sisters felt misplaced. It wasn’t till a household wedding ceremony despatched them looking for conventional South Asian wedding ceremony visitor outfits that they realized the significance of creating South Asian clothes out there to Western shoppers.
Impressed by their private dilemma, the sisters created a line of wedding-specific formalwear. “For us, it simply made a lot sense to begin off on this class, convey everybody into the tradition in a method that hadn’t been completed earlier than, in a method that felt accessible and approachable,” Niki says.
They’ve seen their largest success on TikTok. On the platform, the sisters preserve a devoted fan base that has made their enterprise “100 occasions stronger than earlier than” and influenced the best way they evolve their firm. “What we discovered on TikTok was not simply an Indian American neighborhood,” Ritika says. “It was a neighborhood within the tradition as entire.” In rising their following on TikTok, the Shamdasani sisters, now referred to as the Sani sisters, hope to show conversations about appropriating tradition into conversations about appreciating tradition. “There’s a lot about [South Asian fashion] that has been taken away and faraway from its context, and we need to convey that context again into the clothes,” Ritika says.
Their efforts have clearly paid off. In 2020, Sani turned the primary South Asian model to look on Lease the Runway and bought out in simply 48 hours. This April, they hit one other main milestone. “We have formally launched South Asian vogue for the primary time at Nordstrom,” Ritika says.
Picture Supply: Justin Eisner
When Sani was first based, Niki was pursuing a profession in consulting and enterprise capital whereas Ritika was nonetheless in highschool, making the choice to colead a vogue firm unprecedented. “Trend, I believe, for each of us, was very a lot a 180 when it comes to the industries we anticipated to be in,” Ritika says.
Fortunately, the pair inherited the entrepreneurial spirit from their mother and father, who’ve been working a household enterprise for many years. Between balancing college and work, the sisters additionally juggled enterprise duties: design, advertising, and manufacturing. The expertise, they are saying, has introduced them nearer collectively, educating them easy methods to “productively disagree” and function according to one another’s working kinds — and earn a spot on Forbes’s 2023 30 Below 30 record.
“We actually need to be a life-style model that is intersecting all over the place that tradition intersects.”
Collectively, the duo hand-select the embroidery, beading, and cutwork for all their new items — which they create with the assistance of women-owned manufacturing companions in India — taking care to contemplate performance as nicely. (For instance, a lot of their designs embody pockets). One piece, particularly, even contains a removable langa — a standard costume worn in South India — for ease when dancing at weddings. One other upcoming look, dubbed “Not Your Nani’s Nighty,” is a cushty but stylish design impressed by their grandmother’s nightgown.
Along with creating useful garments, Niki and Ritika attempt to make sure that the employees they accomplice with have protected working circumstances. In addition they use deadstock supplies to create their formalwear, make made-to-order items to keep away from stock waste, and produce their casualwear in small batches. “On the finish of the day, it is about how can we be as accountable a model as potential,” Niki says.
As their model continues to evolve, the sisters hope to show Sani right into a one-stop store for vacation spot weddings by introducing extra informal items into their assortment, together with matching units, pants, and skirts. “It is all about what are the tales we will inform behind every product,” Niki says. Past vogue, they plan to develop Sani right into a 360-degree model that celebrates South Asian tradition by way of meals, music, and “each method tradition intersects with society.” Ritika provides, “We actually need to be a life-style model that is intersecting all over the place that tradition intersects.”