Imagine: You’re desperately searching for the perfect bangles to match your stunning sari. You’ve been to countless shops, each one offering a slightly different shade, leaving you feeling frustrated and overwhelmed. Sound familiar?
For British South Asian women, this scenario is all too common. But now, there’s a solution. East Shopping Centre has arrived in East London, offering a streamlined and modern shopping experience specifically designed for Asian fashion lovers.
A Luxurious Oasis for Asian Fashion
This brand-new mall, nestled in the heart of Green Street’s vibrant Asian shopping scene, is Europe’s first Asian boutique shopping centre. It’s a multi-million pound development that promises to elevate Green Street into a major shopping district.
Inspired by the elegance of Mayfair’s Burlington Arcade, East boasts 56 shops, a bustling souk market, and a tempting food court, all housed in a beautifully renovated disused bus garage.
Bob Popat, co-director of ACR Investments, the company behind this project, describes the mall as a “smart but not overbearing” space. He wants to create an environment that welcomes everyone, catering to both the area’s existing clientele and those who might be new to Asian fashion.
Tailored to Your Needs
Inside East, you’ll find a diverse range of clothing, from elaborate, embellished outfits to simpler salwar kameez. The mall truly caters to the diverse needs of its customers, with a strong focus on tailoring and personalization.
Behzat Manwa, owner of Bidaai London, specializes in wedding clothes. She believes that online shopping simply doesn’t work for Asian fashion, as clothes are often tailored to fit perfectly.
“We don’t sell our designs online because they get copied,” she says, explaining that the mall provides a secure and authentic shopping experience. “Shopping for an Asian wedding needs to be done face-to-face.” Manwa is confident that the mall setting will attract non-Asian customers too.
A Modern Take on Muslim Fashion
East also offers a vibrant selection of Muslim clothing. Gone are the days of sifting through endless rows of black dresses.
Aab, a popular choice among Muslim fashion bloggers, has opened its first London branch at East. They specialize in luxurious, full-length shirts and tunics in a range of neutral shades, perfect for both everyday wear and special occasions.
Puja Vedi, East’s spokeswoman, emphasizes the mall’s commitment to inclusivity and style. “More is more these days,” she says, “it’s fashionable to cover up, and these clothes suit anyone from any background.”
Embrace the Trend: Kaftans and Beyond
K Kouture, another exciting addition to East, offers a unique selection of jalabiyas, embellished Arabic kaftans.
“A kaftan looks good on anyone,” says Nafisa Mohammed, founder of K Kouture. “They’re a hit on Instagram, and Kim Kardashian even wore one in Dubai! People went crazy for it.”
The shop’s vibrant, colorful display is reminiscent of a Muslim version of American Apparel. It’s a testament to the growing trend of Arab-influenced styles within the Asian community.
Mohammed expects summer to be their busiest season, with wedding season, Ramadan, and Eid all contributing to a surge in demand. The mall even plans to stay open until 2am during Ramadan to cater to its customers’ needs.
Haggling Remains a Part of the Experience
East Shopping Centre may be a modern and luxurious space, but haggling is still very much a part of the culture, even in this new environment.
Behzat Manwa acknowledges that haggling is unavoidable. “If it’s a group of bridesmaids, then I’ll do them a deal,” she says, “but some of the offers we get are ridiculous.”
The mall’s popularity is undeniable. Over 12,000 people visited during its launch weekend, and the future looks bright for East Shopping Centre. It’s not just a shopping mall; it’s a celebration of Asian culture, fashion, and community.
