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In our Indo Western fashion community, we celebrate bold and inspiring individuals. That is why, in our Let’s Talk Indo Western interviews, we speak with them about Indo Western fashion, personal growth, and their fashion journeys. Our goal is to meet and connect with exciting new people, find inspiration, and grow together as a community.
We spoke with community member Erim Kaur — an entrepreneur and content creator who inspires more than 700,000 people across Instagram (@erim) and TikTok (@erim) with her empowerment, lifestyle, and entrepreneurial content. In our interview, Erim reveals why Indo Western fashion is so important for South Asian Gen Zers, how she empowers girls without mums and sisters as an entrepreneur and content creator, and how her fashion style has evolved throughout her life.
STYLØR: Since our community is all about Indo Western fashion, we are so curious to know, have you ever heard of Indo Western fashion prior to this interview?
Erim Kaur: Yes, of course! In my opinion, Indo Western fashion is a really cool movement we’re seeing right now, especially from an influencer or celebrity perspective. Very often, we get invited to different premieres, exhibitions, and events. Yet, it’s not always appropriate to wear a full South Asian outfit. So Indo Western fashion is perfect for that. It leans toward Western fashion while still incorporating and referencing Indian culture and heritage.
STYLØR: Do you wear Indo Western fashion?
Erim Kaur: Definitely. And as you know, I live in London and Dubai. In both cities, there’re huge Indian communities who wear Indo Western fashion as well. For example, it’s very common in Dubai to see people wearing a shalwar kameez suit combined with Western accessories, or even putting a dupatta over more casual clothes, just to stay connected and honor the Indian cultural roots we all have.
STYLØR: Indo Western fashion is becoming increasingly mainstream in the West. How do you see that development?
Erim Kaur: It’s incredible. I’m part of a generation where our grandparents grew up in India and moved to the UK, while our parents and we were born and raised in the UK. That’s a story a lot of Gen Zers share, including myself. Having parents that were born and raised in the UK means there’s a strong Western influence. However, having grandparents who moved from India to the West also gives us a desire to stay connected to our Indian roots and culture. That’s where Indo Western fashion comes in, as it bridges both sides.
In my opinion, Indo Western fashion enables us to celebrate both our Western upbringing and Indian roots at the same time. It’s such a powerful and important medium for the South Asian Gen Zers. That’s why it’s amazing to see so many young voices and creative entrepreneurs stepping forward, celebrating both sides through fashion, content, music, and other creative outlets.
This celebration also allows us to maintain the spirit and uniqueness of Indian clothing, including its craftsmanship and centuries-old manufacturing techniques like hand-threading and hand-weaving. A stark contrast to the mass-produced styles common here in the West.
STYLØR: After exploring our community online, were there any brands that stood out to you?
Erim Kaur: Yes. I love Manish Malhotra and Papa Don’t Preach. Especially Papa Don’t Preach has always stood out to me, as I love their campaigns. They combine Western silhouettes like short skirts and dresses with Indian print work, mirror work, and embroidery, and they show these unique looks in iconic London spots. It’s such a striking and obvious contrast they’ve created, and it’s so beautiful.
STYLØR: We want to learn more about you as a person. Imagine someone meets you for the first time. How would you introduce yourself?
Erim Kaur: I’d say, “Hi, my name is Erim. I’m proudly one of the largest Sikh influencers in the UK, and my page is founded on the idea of giving those who also grew up without a mum and sisters the knowledge I never knew I needed, but now do. I’m also the founder of ByErim, a luxury hair and beard care brand. We combine Eastern Ayurveda with Western British science to give you efficacy and results.”
STYLØR: Can you tell us more about your childhood and how you grew up?
Erim Kaur: Sure. I’m the third generation of a Punjabi family. My grandparents moved from India to the UK, and both my parents and I were born and raised here. So I’m very much a London girl through and through.
When I was eight, I sadly lost my mum to breast cancer. Along with her, I lost that female connection to my cultural identity, since my dad didn’t have any sisters and I didn’t have any female cousins. What really helped me get through that dark time was my grandma, my Dhadi. Although she was from a different generation and couldn’t teach me about makeup or boys, she could pass down her precious knowledge and recipes.
When I was 11, I discovered that, as a result of CPTSD, I had Alopecia Areata, which causes hair to fall out in patches. So my grandma and I started experimenting in the kitchen, trying every formula we could, until we landed on the one that would later become the ByErim hair oil. We blended Ayurvedic ingredients like amla oil, argan oil, coconut oil, castor oil, and sweet almond oil, with essential oils from around the world like rosemary, bergamot, and lavender.
I think a lot of people from Indian or South Asian backgrounds can relate that we were growing up with inconvenient hair treatments. Things like mustard oil, stinky seed oil, or castor oil that you just couldn’t get out of your hair come to mind. So I wanted to change that. The goal was to create a formula that honors these Ayurvedic traditions, helps hair grow, keeps the scalp healthy, and is non-greasy, easy to use, and smells great.
By the time I was 14, we had found the perfect formula. But for me, it was more than just a formula. It was a way to stay connected to my mum and my culture through my grandma. Fast forward a few years, I went to university and grew an Instagram following. During that time, I realized there were so many other girls who grew up without a mum and didn’t have the understanding of Ayurvedic traditions. So I decided I wanted to help them, and that’s how my brand was born.
STYLØR: Who or what had the biggest impact on shaping who you are today?
Erim Kaur: I think most people who have grown up in a single-parent household can relate to this. My dad was only 23 when I was born and 30 when he got full custody after my mum died. He was so young. Being the oldest child, I always felt responsible for helping and supporting my dad. I mean, he was missing that support at home, and I was willing to step up and do what needed to be done. Honestly, I found so much purpose in it.
At the same time, my dad really was the person who put that fire inside me to become an entrepreneur and work hard to achieve my goals. He always encouraged me to never be lazy. For example, he’d say, “You can’t just float through life taking the easy route like your peers might be doing.” His words made me focus on my goals, and I loved the hustle and bustle of it all. He really opened the door for me, and I ran through.
STYLØR: When you look back, what do you consider to be your greatest success in life so far?
Erim Kaur: My greatest success so far isn’t that people invested in my brand because of me. No, it’s that they invested in the product because it works, and they keep coming back for it.
For example, people have told me that they finally feel confident about their hair after using my products, or that the products gave them a chance to bond with other generations. Those personal stories mean the world to me and keep me motivated every single day. They’re my greatest success in life so far.
STYLØR: You have an incredible fashion style. What is your earliest memory of fashion?
Erim Kaur: I distinctly remember my mum buying me and my best friend the exact same dress when we were in the second grade, so around six years old. It was a really floral dress with an A-line silhouette that any little girl would love. By the way, that exact silhouette is still my favorite to this day.
So we’d plan days in advance just to wear that dress together. It was almost like our little way of standing out as the two of us. The funny thing is, she’s still my best friend to this day.
STYLØR: When you were growing up, who or what influenced your personal fashion style?
Erim Kaur: Since I didn’t have many female role models in my life and was born before the time of Instagram, I was very influenced by magazines. I remember that during that time, I started to strongly identify with the color black. I felt it was the safer option in terms of not going out of style. I also already felt left out as a girl without a mum, so I didn’t want to feel left out in my style either. Hence, the color black was pretty safe to me. It was timeless, and I’d say it has always been my comfort and my go-to.
STYLØR: What does fashion mean to you?
Erim Kaur: Well, I really love looking at fashion as a way of deciding who I want to be today. In other words, fashion for me is almost like cosplaying. If I have a picnic, I’m cosplaying as a girl who wears a cute picnic outfit. If I have a meeting, I’m cosplaying as a girl who goes to meetings. I kind of see my wardrobe as a way to play dress-up every day.
STYLØR: How would you describe your personal fashion style, and has it changed throughout the years?
Erim Kaur: Yes, my fashion style has definitely evolved. When I was at university, I focused on tight clothes that showed off my body shape. Over the years, however, I started to understand my silhouette and proportions better and learned what works best for my shoulders, waist, and hips.
Nowadays, I also try to avoid prints and stick to single colors. People sometimes tell me, “Oh, you wear pretty calm outfits. You aren’t doing anything too revolutionary.” Well yes, that’s true, because I prefer timeless styles and co-ord sets that are already coordinated and put together for me. But in my opinion, they aren’t basic. In fact, you can take them as far as you want. Especially with the right high-quality accessories, and that’s where I do splurge.
Moreover, I always finish my looks with my signature makeup and hairstyle, which I pretty much don’t change.
STYLØR: Where do you find fashion inspiration?
Erim Kaur: I have a short list of websites of small, female-owned fashion brands that I really, really love. From time to time, I check these websites to see what new styles and trends they have. But obviously, I also get inspiration from runway shows, Instagram, and Pinterest.
STYLØR: Over the years, you have built a successful community on social media. When we last checked, you had more than 415,000 followers on Instagram and more than 330,000 followers on TikTok. So we are curious to learn, what inspired you to start posting content on social media?
Erim Kaur: First of all, I was working at a nightclub during my final year of university and thought I looked cute haha. So my roommates would take photos of me, and I’d post them on social media.
Over time, however, I started sharing my story and empowering other girls who grew up without a mum or sisters. It really started a snowball effect and I discovered there were so many other young women with a similar story. That’s when I realized I didn’t feel so alone anymore.
For example, there was a girl who grew up without her mum and didn’t know when the right time was to buy new underwear. Another girl didn’t have anyone to teach her how to behave or which side to stand on at a wedding. There was another girl who didn’t get a haircut for two years because she didn’t know she was supposed to see a hairstylist.
I really started to feel a strong allegiance to these girls, and I think we co-created a really beautiful and loyal community.
STYLØR: Are there any other fashion content creators you personally know who really inspire you?
Erim Kaur: Oh, there’s a really cool Instagram channel called Diet Paratha (@diet_paratha) by Anita Chhiba (@achhib). She talks a lot about what’s going on in the fashion world and how it connects to South Asian fashion and traditions. She’s really cool.
STYLØR: What are your next goals?
Erim Kaur: I really want ByErim to become more than a household name just within the British Asian community. This is a hair care brand designed for all hair types and textures. Since I’m a trained trichologist, it’s science-backed and has clinically tested results. We have the highest efficacy and the highest quality ingredients. Everything is 100 percent natural. It works, it does good, it feels good, it smells good, and I just want the whole world to hear about it.
