Woman Of The Month: Shika Bodani

Published 12 / 02 / 2020

Woman Of The Month: Shika Bodani

After starting a career in finance, Shika Bodani launched Front Row London in 2016- an online rental platform for Haute Couture. Shika has been able to pivot in an exemplary way through Covid-19. We wanted to highlight her success and leadership and caught up with her to shed some light on who the founder of Front Row is:

  1. What did you do before starting Front Row?

    I studied Computer Science and Management at King’s College London and then went on to study Finance at New York University.
    After graduating, I spent one year working as a financial analyst at a boutique asset management firm. I decided to leave the banking world to pursue my dream of starting my own business, Front Row, a luxury rental service, specialised in renting out designer clothing, accessories and handbags in the UK.
  2. How did you find it being a woman in the finance world?

    The finance world is heavily male dominated, it is a big-boys club and although my time working in the finance industry was brief, I saw examples of women breaking the glass ceiling, my boss was a great embodiment of this. I decided to make a career change in the hopes of making my own contribution within the fashion industry.
  3. What inspired you to start Front Row?

    My aim was to revolutionise the luxury retail industry, making it more accessible to a wider audience by providing a lifestyle service that eliminates the age-old question “Will I ever wear this again?” With Front Row, you don’t have to.
  4. Have you always been passionate about sustainability?What sparked your interest?

    I have always been passionate about fashion which allowed me to see first hand how unsustainable the industry is. Whilst living in New York, I cam across Rent the Runway and it highlighted that it is possible to keep up to date with fashion trends in a more sustainable way and I knew I wanted to bring the concept to the UK.
  5. Are there any myths you would like to dispel in the rented fashion industry?

    The fashion rental industry is often compared and put in the same category as the pre-loved and second-hand industry. However, we aim to offer experiences in fashion rather than ownership. Our aim is to educate consumers on the benefits of renting clothes as opposed to purchasing first or second hand. At Front Row, we strive to provide the customer with a luxury end-to-end experience from customer service to luxury packaging. We want our customers to have the same aspirational experience that they would get if they walked into a designer store, ultimately giving them a “one-night stand” with the fashion brand of their choice. I feel like we have to work together as an industry to educate consumers on the benefits of renting.
  6. What are you currently working on?

    We have a few exciting things in store for the holiday season including our #DressUpToStayIn challenge, which encourages people to dress up whilst staying safe in the comfort of their homes.
  7. What is the best way of celebrating Christmas more sustainably?

    This year sustainability has been at the forefront of the headlines and has given rise to the conscious consumer, and with social media being so prevalent, there is a lot of pressure on the everyday woman to be seen in the latest branded clothing and never repeat an outfit. I would encourage people to rent wherever possible, and we have just launched our virtual gift cards which would the perfect present to make it a green Christmas.
  8. What are the most popular items on your website?

    And what is your favourite item?Our occasion wear is our most popular, however as we navigated through this uncertain year we saw an interesting shift in demand towards our more casual daywear pieces. I have too many favourites to just pick one, but if I had to it would be Saint Laurent’s Fox Fur Heart Cape, it is such a memorable, statement piece and is perfect to rent for an occasion.
  9. What will you be wearing this Christmas?

    There are too many choices to choose from, but I think you will find me wearing Giambattista Valli’s Asymmetric Tulle Dress, the perfect Christmas dress.
  10. What are your plans for Front Row in 2021?

    We are hoping to launch a number of subscription services, so watch this space!
  11. Other than the Haute Couture brands available on Front Row, what sets you apart from other rental platforms?

    We have extended our service to include designer pieces from over 20 international designer brands including Sabyasachi, Manish Malhotra and Faraz Manan. From designer jewellery to lehengas and anarkali’s, Front Row is the only UK based luxury-on-loan platform to offer ethnic-wear.

Thank you to Shika for having taken the time to chat with us.

To find out more and to rent your perfect Christmas outfit, visit www.frontrow.uk.com


Latest News

3-Mission-Fig- group lifestyle 2

Gabrielle Shaw Communications announces La Bougie as a new client


Gabrielle Shaw Communications announces Double Dutch as a new client

LAPADA, antiques

GSC announces LAPADA Berkeley Square Fair as New Client


IWD 2024: GSC’s Brand Accelerator Programme

Luxury Hats, V V Rouleaux

GSC announces V V Rouleaux as New Client

Renais, Luxury Drinks, Emma Watson

GSC announces Renais as New Client



Luxury Fashion, Modist, Bicester Village

Luxury Brand Insights 2024 – Winning with Middle East Consumers in the UK

Ajmal, Luxury Perfuem

GSC announces Ajmal Perfumes as New Client


GSC Christmas Reading List

Luxury PR, Fashion PR, Female Founder, British Fashion

Five with the Founder: Stoned & Waisted’s Rachel Allpress

Luxury PR, Fashion PR, Female Founder, British Fashion

GSC announces Stoned & Waisted as new client

luxury terrace flower wall london pr

GSC launches second season of the limited edition Ladurée x Château d’Estoublon ‘Roseblood’ Collection

woman with gift boxes on a wooden table

Ladurée Support Serpentine and Lina Ghotmeh

silver octopus on blue marble block

GSC announces Objet Luxe as new client

image of girl standing next to a macaron cart

Ladurée Collaborate with Floral Design Poppy Sturley at the Chelsea Flower Show 2023

Thumbs up hand painted with union jack, representing how public relations can help UK brands enter new markets

How 360 Coms & PR Can Help UK Brands Enter the US & Other New Markets

women behind text

GSC Contribute to Pimento’s Latest Thought Paper – Influencer Marketing

Project Ocean sign

Selfridge’s X GSC Project Ocean: UN Member States Agree on Treaty

Close up of news camera used by communications agencies for mock interviews in media training

Media Training In PR: 10 tips on how to prepare for interviews

people in an office and pr agencies london

GSC host the University of North Carolina class ‘London Loves’ class

blue sofa with cushions at Gabrielle Shaw Communications london pr agency

GSC announces a new creative hub co-working space

Woman gazing at large building pillars for article on brand architecture marketing strategies and pr agencies london

The architecture of building a brand for PR

Luxury home staircase, foyer, PR influencer program and influencer marketing

Luxury influencer marketing for PR: how luxury brands can work with influencers for a positive PR strategy

woman with a handbag

Who Stands By Your Brand?  

Gabrielle Shaw Communications Blog, PR Crisis Management and Do You Need It? photo of lit match

What is PR crisis management and do you need it?

blue sofa with artwork behind it

12 Reasons Why PR is Important for All Businesses

building at night

What is the difference between PR and communications?

view of an office with desks

What is a PR agency and what does it do?

two men with some beer

Gabrielle Shaw Communications Welcomes Prime Time Lager

two women at a radio interview at a london pr agency

Want to take your marketing strategy up a notch in 2023?

two women at a radio interview at a london pr agency

Tips for PR and Marketing Brands in a Recession

Fashion United

GSC launches Marine Serre x Skinvaders collaboration

Gabrielle Shaw, Gabrielle Shaw Communications

7 Strategies for Female Business Founders Building their Personal Brand


GSC has launched a new TikTok Channel

image of laptop

Gabrielle Shaw, GSC Founder, To Publish Regular Column in Stellar Magazine

Four ladies wearing hat

GSC launches the new Ladurée X Château D’Estoublon Collaboration

two girls sitting on a sofa with a laptop

Tips For Hiring a UK Brand Communications or PR agency

Copy of Black White New Skincare Product Promotion

GSC awarded Hermes Creative Platinum Award for COCOON strategic campaign

Kate Bray sits on blue sofa in the GSC office

GSC Welcomes 360 Content Partnerships Manager Kate Bray to Expand Influencer Practice

Twig logo

Twig announce funding – a strategic partnership with Global Blue

Charlotte Morley The Little Loop Gabrielle Shaw Communications

Five with the Founder: The Little Loop’s Charlotte Morley

thelittleloop clothing

Gabrielle Shaw Communications Announces Account Win: thelittleloop is the First Shared Children’s Wardrobe


Twig raises $35M Series A round to fuel Web 3.0 green payment infrastructure

Spear's 500 2022 Edition Gabrielle Shaw Communications

Spears 500 2022 Edition: Gabrielle Shaw


Introducing our latest client win, Ron Abuelo

Lady in a saree

Five with the Founder: Mira Kulkarni

Gifts on table and chair

Gabrielle Shaw announces new client Forest Essentials

Bemi Idowu Talking Heads Communications Gabrielle Shaw Communications

Meet GSC Alumni Bemi Idowu

Amex September Merchant Forum Invite 2021

Amex Insights Network Event September 2021

COCOON launches pop up at Harvey Nichols, Knightsbridge - Photography by Ming Tang Evans

Gabrielle Shaw Communications announces Cocoon as a new client


Introducing our Latest Client Win, Addison Ross

Lady with a smile

Introducing our Latest Client Win, Dr Vicky Dondos and The Firm


Welcoming Ruuby app to our Beauty and Tech Practice

pimento sq image

We Have Joined Pimento Agency as Part of our Expansion


PlatformE Appoints us to Execute Their Communications and Thought Leadership Programme

Binary Coding

Diem chooses us to provide their PR and Thought Leadership Programme

Lady promoting yang sheng

Welcoming Katie Brindle and her Hayo’u brands to the GSC family

Lady promoting yang sheng

Gabrielle Shaw joins SheEO as an Activator


Helping Pollen Collective Harnesss The Art of Digital Storytelling

IWD for website

International Women’s Day 2021


The Selfridges Film Project – International Women’s Day 2021

PRweek powerbook

Gabrielle Shaw included in PR Week’s 2021 Powerbook

laughing lady

GSC Alumni Emily O’Donoghue

Sam Newall banner image

Welcoming Sam Newall, Creative Planning Director

Sam N banner

GSC and Partners: Geordie Leyland

billboard marketing

Save 2021 Sale

Hattie tenant

GSC Alumni: Hattie Tennant

Shika website

Woman Of The Month: Shika Bodani

Sam Brown PR Mastercoach

GSC Alumni: Sam Brown


Five with the Founder: Stephanie Capuano


On the Sofa with…our newest team member Dana

Rented dresses

PRovoke & SABRE EMEA Awards Finalist


Second hand September


Five with the Founder: Robyn Woodhead


Hermes Creative Platinum Award


SOHO Home at Bicester Village

Jamie HR

Five with the Founder: Jamie Sherrill


Good Cotton


AMEX Insights Network Podcast


Letter From Our Founder