This Rental Platform’s Collab With Amrika Has Been A Game-Changer For Me This Eid

This time of year is always a bittersweet one for the over two billion Muslims observing Ramadan around the world. With Eid al-Fitr now well and truly on the horizon, our excitement is met with mourning the end of the holy month, which has done its very best to realign and reinvigorate our spirits, as it always does. The last 10 nights of Ramadan are an exceptionally busy time, between maximising prayers to catch Laylat-al-Qadr – the Night of Power in which we believe the Qur’an was first revealed to Prophet Muhammad (peace be upon him) – we are also performing charitable deeds, breaking our last few fasts with loved ones and preparing for Eid.

A big portion of the latter involves finding something to wear and, if you're anything like me, this task is usually the last on your to-do list. A last-minute scramble online, a quick run to boutiques in West London or scrolling through Instagram Shop is the usual run of events when trying to look for traditional Pakistani wear or a beautiful abaya for Eid. But taking care to wear your very best clothes on Eid (usually something new) holds religious significance and was a custom practice of Prophet Muhammad (pbuh), ergo picking out an outfit has always been an important part of celebrations.

This year, the task has been made just that bit easier thanks to a new collaboration between My Wardrobe HQ (the UK's first rental and re-sale platform stocking everything from Erdem to Max Mara) and Amrika London, a multi-brand platform offering a curated edit of contemporary South Asian designer womenswear. Launching just in time for Eid, the My Wardrobe HQ x Amrika collection offers exclusive ready-to-wear pieces from sought-after Pakistani and Indian designers such as Elan, Ridhi Mehra, Archana Rao, SVA and Payal Singhal. With everything from kurtas to kaftans and embroidered gowns on offer, pieces are available to rent from 4 days for just £5 per day.

It's a somewhat revolutionary offering for those looking to shop South Asian outfits for Eid, or any other occasion for that matter. I'll be the first to admit spending hundreds of pounds on Pakistani designer clothes which, after two to three wears, are pushed to the back of the cupboard and I'm not proud of it. These expertly crafted garments are made from delicate fabrics, hand-embroidered threadwork and bejewelled with hand-embellished gems, so I can understand their sometimes hefty price point, which is usually made worse by the custom charges whacked onto imported items stocked at UK boutiques.

But this collaboration creates a much-needed affordable and sustainable solution to our South Asian shopping habits. Centred on conscious consumption and circular fashion, it also means each item can be purchased outright if you end up falling in love with it. Firm believers in slow fashion, Amrika London has also curated its own stunning Eid collection which is made to measure in order to reduce mass production and waste, much like all items that are available to buy on the platform. If you're looking to shop with your pocket and the planet in mind this Eid, look no further than My Wardrobe HQ's latest collab, I know I am.