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Pickle and Aayka have teamed up to make South Asian occasion wear more accessible, modern, affordable, and circular. Enter the Aayka x Pickle rental collection: a thoughtfully designed lineup of artisanal saris, lehengas, jewelry, and matching his-and-her sets—all available for rent at under $150 per week.
At Pickle, we’ve seen demand for South Asian occasion wear steadily rise—more people renting and lending, regardless of background. Aayka, the only South Asian fashion rental company designed in-house for the modern American consumer, has seen a similar trend. Aayka’s founder, Aashumi Mody, reported a 400% increase in rentals year-over-year, with 95% of clients coming from non-South Asian communities.
It’s all part of a broader shift. As more South Asians in the U.S. reach marriage age, multi-day traditional weddings are happening stateside with increasingly diverse guest lists. South Asian occasion wear is being embraced by Gen Z and millennials, regardless of background. What we—and Aashumi—keep hearing are the same questions: How do I find something that’s respectful of the culture, stunning and modern, and doesn’t cost half my month’s rent to wear once—and how do I wear it?
Teaming up with Aashumi to launch the Pickle x Aayka rental collection was a no-brainer. We wanted to make it easy and affordable for everyone to enjoy and wear South Asian fashion—whether for Diwali, a friend’s wedding, or your co-worker’s sangeet.
Even if you didn’t snag an invite to the star-studded Ambani wedding, you can still look and feel the part with Aayka’s modern designs. The exclusive collection features 30 unique styles, available at Pickle’s West Village store or via the app. Expect bold, vibrant colors that complement all skin tones, adjustable silhouettes (like tie-back and halter tops) to suit any body type, and lightweight, easy-to-wear pieces (think pre-pleated saris and lehengas with minimal-volume cancan). Plus, there’s jewelry and coordinated menswear to match.
We’re excited to partner with Aayka to offer these stunning pieces to our Pickle community. The Aayka x Pickle collection brings a fresh, modern twist to South Asian fashion, making it easier than ever to access and enjoy these incredible pieces.
Rent from the collection here, and for expert styling tips from Aashumi, check out the guide below.
Julia + Brian
Pickle’s founders
Embrace Color: Opt for bright and vibrant colors like yellow, royal blue, green, and pink to reflect the festive spirit. Avoid wearing black (considered unlucky) and red (traditionally worn by the bride). Bright colors are especially encouraged during daytime ceremonies (Mehendi, Haldi).
Breaking down a “standard” Hindu ceremony invite1: Each event has its own vibe:
Prioritize Comfort: You’ll be moving and dancing, so choose outfits that allow you to enjoy the festivities. Many Hindu weddings require a quick change between the ceremony and reception, so plan accordingly.
Mix and Match Accessories: Complement your outfit with traditional jewelry, but aim for balance—less is often more. Mixing traditional pieces, like gold-tone earrings or bangles, with contemporary styles works well. And don’t forget to wear comfortable shoes, like wedges, that fit under traditional garments. Your shoes aren’t meant to be seen in most of these!
Avoid Overly Casual Looks: While comfort is important, avoid dressing too casually. Aim for elegant and well-put-together outfits. If you’re unsure, it’s better to err on the side of formality. If you only want to wear one traditional outfit, save it for the wedding ceremony.
Rent When Possible: Renting allows you to wear high-quality designer pieces without the commitment or hefty price tag.
When in Doubt, Ask: If you’re uncertain about the dress code, check the invitation for guidance or ask the couple or wedding organizers for advice. Don’t stress about culturally “appropriating” - if the dress code encourages traditional clothing, dressing up is encouraged!
1 South Asia covers a region that speaks over 120+ languages! Every wedding will have rituals that are specific to the couple. We’ve broken down a more standard North Indian wedding, but please always follow your invite guide!
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