“CON­SCIOUS”

CHANG­ING BUY­ING BE­HAV­IOURS IN THE IN­DIAN AU­DI­ENCE

Business of Fashion - - Fashion Creation - TRENDS & IN­SIGHTS FES­TIVE & OC­CA­SION WEAR || Re­port By: The Fash­ion Fore­caster

Talk­ing about iden­ti­ties and their im­por­tance, our per­sonal im­age is of­ten linked to the im­age pro­jected by the prod­ucts that we buy. Con­sum­ing has be­come much more than just an ac­qui­si­tion of nec­es­sary ma­te­rial goods, which in it­self is not in­her­ently bad. Ev­ery­one needs to know and as­sert as to what they do has some mean­ing and cre­ate some value.

Change in spirit leads to a change in con­sump­tion pat­terns and vicev­ersa. Our con­sump­tion pat­terns are so much a part of our lives that to change them would re­quire a mas­sive cul­tural over­haul or an eco­nomic shift. And this has been made pos­si­ble with the gov­ern­ment poli­cies like de­mon­eti­sa­tion and GST. It has brought about an eco­nomic re­con­di­tion­ing among the masses. Con­sump­tion model has changed no­tice­ably and so has the de­sign­ing model.

Since cur­rency flow had been al­most blocked caus­ing con­sumers to buy with cau­tion, the gar­ments trend­ing the run­way and streets this sea­son are mostly in­spired by min­i­mal lay­er­ing re­sult­ing into sin­gle piece en­sem­bles. In con­sumer so­ci­ety of the last decade, peo­ple would re­place their goods with newer ones, use them and throw them away. The ques­tion of re­pair would never arise when peo­ple had the buy­ing cap­i­tal. How­ever now the idea of preser­va­tion is catch­ing up quickly and there­fore the prints and col­ors are time­less in ap­peal and pre­sen­ta­tion. When the life cy­cle of trends gets shorter and the price gets higher, there’s com­fort in in­vest­ing in the long-game, spend­ing on pieces that have with­stood time.

De­moni­ti­sa­tion had an im­pact on both or­gan­ised and un­or­gan­ised sec­tors of the fash­ion in­dus­try. In the short term, both off­line and on­line re­tail­ers have ex­pe­ri­enced a dip in sales; but at the same time, adop­tion of cards and dig­i­tal wal­lets has in­creased. Be­lief in cash has gone up but lack of thereof is widely ac­cepted with peo­ple re­vert­ing to Paytm. This has per­haps led to a ris­ing sense of wist­ful rem­i­nis­cence for sim­pler, pre-smart­phone times, and it sur­faced through the re­turn of fa­mil­iar trends and de­sign­ers re­viv­ing their great­est hits.

It may not have made for the most agenda-set­ting fash­ion, but there’s no doubt it is cre­at­ing a feel-good balm in a year worth of non­stop news that cov­ered dev­as­tat­ing nat­u­ral dis­as­ters, sex­ual ha­rass­ment and eco­nomic up­heavals. Gold and sil­ver nu­ances are trend­ing the mar­kets. There is de­mand for lus­tre in clothes and prod­ucts tapped by de­sign­ers Abra­ham and Thakore and Raw Mango.

The wave of nostal­gia well paired with craft in­te­gra­tion is well reaped by Gau­rang Shah in his lat­est col­lec­tion of old bro­cades and light silks.

Al­ready reel­ing un­der this cash crunch, labour in­ten­sive work­ers and farm­ers have shown a rise in mi­gra­tion pat­terns on the do­mes­tic front. This mi­gra­tion has re­sulted fur­ther­more into a cross cul­tural ex­change lead­ing to an ac­ci­den­tal out­break of amor­phous de­signs and prints into fash­ion trends. Re­vival of crafts is seen tak­ing the spotlight where folk art and craft is in­flu­enc­ing the charts. With in­dige­nous cul­tures com­ing into fore­front, de­sign­ers like Madhu Jain and Param­parik Kari­gar are dab­bling with crafts as their main de­sign of­fer­ings in saris and suits. Nikasha and Masaba have brought about ex­per­i­men­tal draperies in dual tones and the prints are ef­fer­ves­cent in ap­peal. Western sil­hou­ettes are brought back in style by Mo­gachea with kediyos and pants while Ka-sha’s col­lab­o­ra­tion with Craft­mark is to bring kota doriya as a fabric to the masses.

from left to rightHand­loom Weav­ing | Su­jani craft | Sus­tain­able huts of Kutchch | Fru­gal In­no­va­tion (ju­gaad)

1 1. Raw Mango , Cloud Peo­ple || 2. Gau­rang | LFW Win­ter/Fes­tive 2018 || 3 & 6. Abra­ham & Thakore | LFW Win­ter/ Fes­tive 2018 || 4. Madhu Jain | LFW Win­ter/ Fes­tive 2018 || 5. Ka Sha | 6. LFW Win­ter/ Fes­tive 2018

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