By Amelia Whearty, February 2026
Introducing Luroq, London’s newest British Indian fashion brand
Think structured, fierce and powerfully fearless. Luroq is London’s newest mixed heritage brand that is shaping up everyone’s fashion game, especially those in favour of semi-luxury moulded with the fluid demands of modern living.
Birthed in 2025 by Creative Director Sanya Yadav, a graduate of London College of Fashion and Istituto Marangoni, Luroq brings together London’s sharp energy, Milan’s elegance and the craftsmanship of Indian ateliers.
The pieces feel structured but never unbreathable. Corset-inspired seams shape the body without restricting it. Asymmetrical cuts add interest without overcomplicating things. Layered fabrics bring depth, while keeping everything wearable. The designs are adaptable across all the seasons whilst maintaining an incredulous quality of craftmanship and a harsh nod to deep-rooted heritage.
Series 001 introduces key staples with a clear point of view. The Architectural Zip Mini (£295) is clean, sharp and confident. The Plush Wrap Overcoat (£395) is soft but strong – the kind of coat we all preach for pulling the outfit together. The Graphic Peplum Trench (£295) updates a classic silhouette with a modern edge. Each piece has been carefully designed by Yadav to imitate the architecture of a city that never sleeps and define the individuals that inhabit it.
The name blends two ideas: “lure,” suggesting magnetism and charm, and the Roc – a mythical Middle Eastern bird symbolising strength and freedom. That balance runs through the collection: bold yet refined, powerful yet easy.
Everything is produced in-house, allowing for careful development, strong quality control and responsible production. The brand’s mission is to empower individuals to express their unique style and feel elevated in their clothing.
The brand holds a powerful spot with it’s meticulously sourced textiles blended with it’s artisanal excellence, which is sure to make waves in a fashion industry with a high demand for quiet luxury.
So, you say, ethical and charming? Who could resist.
Discover their latest pieces and more about the brand here: Luroq London | Artful Basics for Modern Transition
