Tuesday October 24, 2017
Home India Indian Ethnic...

Indian Ethnic Fashion and its appeal in the West

1
433
Image source: blogspot.com

By

Mumbai: Men’s fashion is undergoing a gentle game-changing transformation on the Indian subcontinent. Elements of traditional Indian wear, reserved as “garnish dressing” on holidays or ritual events are slowly getting affirmation as modern menswear.

In this new world of indie fashion, it’s not uncommon anymore to find contemporary versions of Nehru jacket being retailed by ready-to-wear labels in New York City or to find a suave young man striding the cobbled streets of London in a pair of Jodhpuri pants. If you delve a little deep into style aesthetics, you may spot a touch of charm embroidery on an English pea jacket or a sophisticated sherwani collar on a formal coat.

Nikhil Mehra, from the famous designer duo Shantanu & Nikhil, says, “This bringing about of our cultural and ethnic identity in fashion, after years of blindly following the western commandments of dressing reflects that as Indians we are at that important point where we are taking pride in our identity.”

The recently concluded Van Heusen and GQ Fashion Nights, a prestigious men’s fashion showcase in Mumbai was attended by the likes of American designer Alexander Wang and Bloomingdale’s Kevin Harter. There were native Indian silhouettes, such as achkans, Jawahar waistcoats and Jamas (a long coat worn during the Mughal era) in an urban context.

Designer Raghavendra Rathore showcased a collection comprising classic Nehru jackets, jawar waistcoats, riding breeches, shirts and achkans. The designer team of Shantanu & Nikhil brought back the romance of Nehruvian era to the ramp with a collection that had blended Indian aristocracy with a colonial touch.

Indigenous Travels International Shores

So what is behind this shift in the way men want to dress?

Menswear designer Zubair Kirmani, views it not just as a romantic return to the native fashion movement, but also as smart trade tactic: “We can say that it started with the opening up of NRI retail market that resulted in a boom in e-tailing business, which in turn led to add some structure in a very scattered Indian wear market.”

When non-resident Indians looked at shopping in India they obviously wanted a touch of their homeland for two vital reasons. First, they wanted to feel the power of ceremonial Indianwear in a distant land. Second, the best of western fashion was readily available to them anyway, leaving them with no reason to look for western wear in India.

A savvy young breed of Indian techies quickly tapped the demand and began adding online shopping options that were earlier unavailable in the very localized and chaotic Indian retail segment.

Trade analysts say that with the popularity of e-tailing and development of the e-commerce segment, today it seems possible that the Indian ethnic wear market, which was once totally tailor dominated to cater to small, local needs, has the potential to grow exponentially. A study by retail consultant Technopak found that the ethnic wear market in India stood at Rs 82,220 crores ($12.6 billion) in 2014 and is projected to grow to $19.4 billion by 2019.

Kirmani, who is all set to design a line of kurtas, says: “We are introducing rare Kashmiri crafts and intricate tilla work on men’s kurtas as today encouragingly every one is looking at owning a part of Indian heritage.”

Soaring But Not Conquered

Ethnic menswear sales are on the rise and style gurus, such as Manish Malhotra, best known for draping Bollywood belles in gossamer chiffons, are dabbling in traditional men’s wear that can be worn by any club-hopping young man. So Is ethnic chic?

Designer Troy Costa who has taken unique crafts from Indian states and molded them for Men’s Fashion Week in Paris was asked whether international markets might pick up the ethnic trend. He says, “Though we may have the richest variety of textiles, it has still not reached a commercialization scale where there is a serious emphasis on quality control.” Industry insiders point to challenges, such as cloth shrinkage, garments losing their sheen after washing, use of old yarn, etc. that constrict the market potential and acceptance by global high street giants.

Industry insiders point to challenges, such as cloth shrinkage, garments losing their sheen after washing, use of old yarn, etc that constrict the market potential and acceptance by global high street giants.

“It’s the new in-thing to promote khadi, but those not in the trade do not realize that it’s a challenge to commercialize it with its high level of shrinkage and the need to use a pre-washing enzyme to make it durable,” he adds.

This may partly explain why despite the fact that major designers, such as Armani to Gaultier, have incorporated Indian influences in their collections many years ago, the Indian ethnic market has a minuscule presence on the global fashion map.

Designer Nikhil Mehra points to another pragmatic limitation: “We cannot deny the interest going by the demand. Until three years ago most men would want to go for a tuxedo for a special occasion, today many want to go for say a bandgala.”

Stylists suggest flashing the ethnic fashion sensibility at avenues such as film screenings on international events. Costa recalls, “Irfan Khan wore a bandgala for a film screening function in Toronto and it worked, just apt for the occasion. I made Rahul Khanna a bandgala for a film function and it worked as it was showcased were it needed to be seen.”

Infusing New Energy

Designer Nida Mahmood, who recently ventured into menswear with her new line of funky and boho modern kurtas, consciously shot her collection with a French model. She says: “ I chose to work with my friend Julien to model my new line of kurtas, because the idea was to showcase the global appeal of the handloom fabrics. It was to make a statement that transcending borders in terms of design and appeal of our Indian fabrics is really as simple as that.”

Many designers increasingly feel that the universal appeal of Indian products hasn’t been tapped and recognized thus far.

Popular sociologists say one reason why traditional designs are gaining currency is because the world is getting more experimental. The creative and artist lobby is almost as influential as business or finance workers.

A sherwani in a sea of similar looking black blazers is far more intriguing. The notion that Indian wear should be reserved for weddings and festivals is fast changing with western design teams turning to Asia for style innovations.

Costa explains the future of the trend: “The way I see Indian fashion in the global context is, maybe let’s say in the form of a bandhini print shirt. The perfect club to casual shirt would have enough sass and tradition to appeal both to an Indian and to let’s say an American.

Source: http://www.littleindia.com/life/

Next Story

Hairstyles to Get the Chic look for Diwali Eve

Enhance your traditional attire with these oh-so-easy hairstyles and look the most glamorous among your gang for Diwali Eve tonight

0
11
Hairstyles
Hairstyles to rock the Diwali Eve. Pixabay.
  • Diwali has got you excited since days and undoubtedly you would want to look your best today.
  • We have got some relief for you by presenting the trending hairstyles that you can give a try today to rock the Diwali eve with that chic look on your traditional attire.

Beachy Wave Hairstyle

Universally admired by red carpet celebrities and the daily beauty lovers alike. Getting those perfectly-loose curls is oh-so-simple. They take less than 10 minutes. Just use air dryer, curling wand, and your magical fingers to give you that boho chic look. This kind of hairstyles gives a bounce on your hair, making it suitable for a festive season like Diwali.

Hairstyle
Beachy Hairstyle a must try on the Diwali day. Wikimedia.

Side Fishtail Braid

This superficial, intricate-looking will definitely set your look intimidating for Diwali Eve. Braiding being the easiest hairstyle to master. This requires no hot tools or hair products, just keep trying the ends of the hair into braids by dividing into two sections. Throw out your hair open or tied with the braid on the side to enhance your hairstyle.

Hairstyles
Side Fish Tail Braid will get you boarded with the ethnic look. Wikimedia.

You may also try out the Messy Fish Tail Braid hairstyle which is suitable if you have short hair.

Hairstyles
Try this messy fishtail braid for short hair. Pixabay.

ALSO READ: Diwali 2017: 5 Fun things You can do this Diwali Instead of Bursting Crackers

Rose Braided Bun

Elegant & romantic, rose-bud, flower braid bun hairstyles is suitable for medium or long hair. Part your hairs from the center into three sections and separate a small portion of your hair from near your hairline. Create the braids normally and wrap it in a form of a beautiful flower in the center.You may also try the similar wrap around crown braid which will let you glow in the crowd on Diwali day.

Hairstyles
Rose Braided hairdo is surely gonna make you feel glamorous. Pixabay.

Low Pony Tail

No matter your hair kind or face shape, this hairstyle is surprisingly easy to master the look for any festive occasion. Just Slip your hair into a chic low pony and you’re done for the night. You may do a sharp low side-part to get that ethnic look hairstyle with your traditional attire. Showcase your traditional jhumkas over this low ponytail look.

Hairstyles
Low Pony Tail Look for Diwali Night. Pixabay.

-Prepared by Bhavana Rathi of NewsGram. Twitter @tweet_bhavana

Next Story

‘We shouldn’t have feminism in society’: Kangana Ranaut

0
10
Kangana Ranaut
Kangana Ranaut. IANS

Mumbai, Sep 15, 2017:  Bollywood actress Kangana Ranaut, often caught in controversies due to her outspoken nature, says she is not a man-hater, and that she hopes to see a society which does not need feminism.

The National Award-winning actress was present here at the Jagran Cinema Summit on Friday. During an interaction session here, she was asked about her opinion on feminism and why some people called her a ‘man-hater’ after her fiery interviews in the last couple of weeks.

In response to that, Kangana said: “No, I am not a man-hater for sure… I think feminism is something… a sorry state to be in any society. The gender equality should be there, where feminism doesn’t need to act like a medicine on inequality.

“We should not have feminists, we shouldn’t have all these things… We shouldn’t have feminism in society.”

Kangana has always made some unusual choices in films — be it “Fashion”, “Tanu Weds Manu”, “Queen” or “Simran” — and how bold she is about making statements on her struggles in her personal and professional life.

Asked about her courage, Kangana said: “See, a person’s opinion shouldn’t have to do anything with her profession. My profession should not determine my voice as an individual. I think before an actress, I am a woman and a citizen of this country with a free voice, and my voice should be free from all baggage.” (IANS)

 

Next Story

India-UK Year of Culture 2017: Three Indian designers to showcase at the London Fashion Week

The three designers -- [KA][SHA] by Karishma Shahani Khan, Ikai by Ragini Ahuja and Antar-Agni by Ujjawal Dubey -- have been chosen to showcase at London Fashion Week

0
35
London Fashion Week
London Fashion Week. Wikimedia

Mumbai, Sep 14, 2017: In a bid to boost Indian fashion designing talent internationally and celebrate the India-UK Year of Culture 2017, IMG Reliance and the British Fashion Council announced that they will support three emerging Indian designers to showcase within the designers Showrooms at the London Fashion Week September 15-19.

The three designers were part of the award winning exhibit presented by IMG Reliance “The Indian Pastoralists” — a special sustainable fashion exhibition at the International Fashion Showcase(IFS) 2017, which celebrates the universal relevance of fashion in contemporary culture and which forms a key part of London Fashion Week’s public-facing programme held during London Fashion Week February 2017.

They won the award for India and were announced as the winner of “International Fashion Showcase Country Award” beating works from 25 other nations judged by a panel of industry experts.

The three designers — [KA][SHA] by Karishma Shahani Khan, Ikai by Ragini Ahuja and Antar-Agni by Ujjawal Dubey — have been chosen to enhance their business internationally by showcasing their collections to world media and buyers through the prestigious Designer Showroom space at The Store Studios, the main London Fashion Week venue.

The three designers were invited by the British Fashion Council to showcase their collections as the IFS 2017 winners. The chosen Indian designers have a contemporary view to design though rooted in strong Indian influences making them perfect to represent the country’s emerging fashion aesthetic to the global audience.

Jaspreet Chandok, Head of Fashion, IMG Reliance said, “IMG Reliance through its lead platform Lakme Fashion Week has always focused on supporting young and emerging designers and this is an extension of the same.”

“We were honoured to win at the International Fashion Showcase last season at London Fashion Week and we hope that this is the start of a long and fruitful relationship between the fashion industries of UK and India.”

Also Read: Breast Cancer Survivors Turn Showstoppers for Indian Designer Premal Badiani at New York Fashion Week 

Caroline Rush CBE, Chief Executive British Fashion Council also feels delighted to welcome to the London Fashion Week Designer Showrooms the Indian collective, winners of IFS 2017.

“This LFW is more international than ever before with designers from the US, Asia and Europe choosing London to show their collections and proving that our capital is an international cultural and creative hub. Having the Indian collective in town further establishes that; and I look forward to seeing the collections of the three emerging labels,” said Caroline Rush CBE.

Located at The Store Studios, 180 Strand, the Designer Showrooms is home to over 150 British and international designers.