#whyirent with India Sehmi

This month, meet India Sehmi. As an influencer and Account Director in Brand Partnerships at rewardsStyle, India knows what’s good when it comes to fashion. As one of our star lenders, we took one peek at the pieces she’s listed on HURR and knew we had to pay a visit to her wardrobe.

'For the most part, things don’t magically happen, you have to ask for them or work towards them. I love the saying that ‘the harder I work, the luckier I get’.

This month, meet India Sehmi. As an influencer and Account Director in Brand Partnerships at rewardsStyle, India knows what’s good when it comes to fashion. As one of our star lenders, we took one peek at the pieces she’s listed on HURR and knew we had to pay a visit to her wardrobe. India’s love of dresses has garnered her a beautiful collection of pieces from brands like Rixo, Ganni, and Loveshackfancy, and yet everything about her looks are super well-curated and essential. Because the essential ingredient of her style is feeling comfortable in her looks, she easily shifts from wearing structured blazers to flowy dresses. Be it layering basics or styling up a summer day dress, India’s style perfectly blends minimalism and timelessness with trend-driven expertise.

Her daily outfit posts on Instagram prove that India is so thoughtful about every look she constructs, while the result always feels effortless. You can tell she buys every piece consciously so that each one works alongside the other. Other than the fact that India is so genuinely lovely and we got to spend an afternoon in her dreamy flat, we were also thrilled to finally meet so many all of the pieces that we’ve eyed from afar and hear their stories. With that in mind, keep scrolling to go In HURR Wardrobe!


For those who aren’t familiar, tell us a little about your career and life as an influencer?

I’ve worked in influencer marketing for the last three years at rewardStyle – a premium influencer network. I’m an Account Director in the Brand Partnerships team which supports global fashion, beauty and sportswear retailers with their influencer strategy. It’s really exciting as I work with some of the biggest brands in the world and I absolutely love my team and the company culture. I’m very grateful to have such a fab 9-5 (or 6!).

Outside of work, I also run a blog and two Instagram accounts. I’ve blogged on and off for years and now blog at theindiaedit.com. I wish I had time to post more, but I’m such a perfectionist that each post takes me hours! I share much more regular updates on Instagram on my more editorial account, @theindiaedit and my daily outfit account, @themirroredit. I love sharing photos and updates about fashion (obviously), travel, my daily life and interiors. I’ve always taken so many photos, so these are perfect places to share them.

It’s great how my blog and job are linked. It gives me a really unique perspective being on both the brand and the influencer side!


What is your favourite thing about what you do?

I’ve found growing my blog and Instagram so fun and rewarding. It’s definitely full on, but it’s such a treat to have people interested in what I’m sharing. I’m overwhelmed by the exciting opportunities that come my way and feel so lucky to do something that combines all of my interests. I’ve met so many wonderful people through both my work and blog too, which is such a bonus. Victoria Prew (HURR Founder) is definitely one of those people.


What’s the biggest lesson that you’ve learned over the years in your work?

I think to ask for things and be confident in yourself. I’m never scared to ask for something. The worst thing that can happen is that someone will say no and you’ll be in the same position as you’re currently in. For the most part, things don’t magically happen, you have to ask for them or work towards them. I love the saying that ‘the harder I work, the luckier I get’.


Can you tell us a bit about how you developed your personal style?

I’ve loved clothes and fashion for as long as I can remember. I’ve definitely got it wrong, but it’s always been something that has excited me. I’d say my style is quite fluid and I have lots of sides to it, from floaty dresses to more structured tailoring. Someone once described it as chic-meets-street, which I love!

The common thread with style for me, is finding things that you feel great in and knowing what works for your body. It’s always fun to experiment too and rentals make that so much easier as you don’t have to fully commit!


You have such a fabulous dress collection, how do you find new brands and designers?

Aw, thank you! It’s somewhat of an addiction. In terms of finding new brands and designers, Instagram is definitely my key source of inspiration. I probably spend far too much time on there, but I’m always absorbing information and discovering new brands through the people I follow around the world. I love reading editorial pieces online or in print and just having a good old scroll of a multi-brand retailer or HURR!


Who is your go-to for style inspiration? 

I follow *so* many influencers, but you’ll always find these people in my saved folder: @discodaydream, @olivecooke, @alexisforeman, @wethepeoplestyle and @jaimetoutcheztoi


Which outfit do you wear on repeat and why?

I do wear dresses often, but my most worn outfit is probably a tailored trouser and oversized blazer combo. It makes me feel put together and has that coveted effortless chic vibe. Depending on the top and shoes you pair it with, you can be dressed for any occasion!


What’s your party trick?

I used to always do this dance move where I’d bend backwards really far—as if you were going to do the limbo. Now I have a bad back so I shouldn’t do it, but that depends how many drinks I’ve had!


Finally, what’s next for you?

Content-wise I’m going to try to use this time to post more content on my blog as I feel like I’m bubbling with ideas. I’m loving being a bit chattier on Insta stories too! Life-wise, my boyfriend has just moved in with me so we’re planning lots of interiors updates to our flat in the coming months. In this current climate I’m just trying to stay happy, healthy and positive!



We are uploading your image...

(This may take a few moments for large files or a slow connection)