Is Indian Fashion Making A Comeback?

By Suparna Chakaraborthy

Friday, April 8, 2011, 17:36

Do you remember the time when Aishwarya Rai was pulled into controversy for her western dress in the Cannes? It was the time when Indian fashion was the follower of the western fashion, trying to blend in the both to produce something creative. Western wears like bikini dresses, one shoulder dress etc got migrated into Indian. Someone who did not know how to carry a western fashion was an outcast. Vidya Balan came into trouble for her fashion sense with her movie 'Hey Baby' and competing with her for the title of worst dressed was Rani Mukherjee, for Tara Rum Pum.

But as always history repeated itself and Indian designers decided to do what they are best at. Indian Fashion made a comeback. From being a follower, Indian wears now is being followed in the western culture. Vidya Balan has decided to stick to Kanchipurm sarees, teamed with long jhumkas and traditional neck pieces, Aishwarya Rai Bachchan, Deepika Padukone, Kareena Kapoor has shed the western wears to dress in Anarkali style suits. All dressed in designer Indian wears with traditional jewellery and Indian make up.

So, is Indian fashion making a comeback? "I like to feel I am a part of the lineup of designers who popularise Indian designs with its colours. We are a colourful race, and we must take it upon us to add a little colour to world fashion, which is dominated by solid and mostly subdued hues. India's plus points are the rich use of colours and craft, which is what the international market wants. Personally, I feel the apparel and accessories should speak volumes about where they come from and we must not be shy in adding ethnic Indian elements," says Nida Mahmood.

“We get a great response for everything very Indian, especially designs based on Indian mythological characters. These motifs are known all over and we get a great response from the Middle East as well as European markets now," said Suman Khanna, spokesperson of jewellery brand Amrapali.

Manish Malhotra, well known for his unique blend of Indian wear with Western silhouettes, now does not compromise in splashing Indian colours in his designer wears.

The rising demand of Indian wears abroad specially in the US and Germany proves that Indian fashion has made a comeback. I happened to get in touch with some friend from foreign lands, who assures me of popularity of Indian wears. My German friend, Shantal, was in town last week and all she wanted to buy was a Gujarati lehenga choli and traditional jewelery. On inquiring she revealed that, In Germany Indian wears is used in party. They wear Indian dresses in parties and the Indian jewellery is a great hit. She filled her bags with them for her demanding friends.

My brother's friend, Shayna who is settled in New York, packed her bags with Bengali saree for her western friends, who are smitten with her collection of Indian clothes. While chatting with my friends over Facebook on a weekend, we started the conversation of comeback of Indian fashion. She told me about how her US friends are always engaged in online shopping for Indian wears, specially saree.

So, are you helping Indian fashion make a comeback? If not it's time you do.