“AF­FORD­ABLE”

POCKET FRIENDLY LUX­URY FOR THE RIS­ING MID­DLE CLASS

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

The con­sumer story of rapidly ris­ing In­dian econ­omy is do­mes­tic con­sump­tion driven. With young de­mo­graph­ics, ris­ing dis­pos­able in­comes, im­proved ed­u­ca­tion and rapid growth, In­dia is cre­at­ing a con­sumer driven mar­ket. The trend in ris­ing in­come lev­els and propen­sity to spend is not lim­ited to met­ros but has also spread across tier two and three cities as well. Ac­cess to af­ford­able in­ter­net and smart­phones to this for­ward look­ing gen­er­a­tion has al­ready marked a sig­nif­i­cant change in me­dia con­sump­tion habits. Sneaker craze has spread among the masses and is promis­ing to stay for a healthy amount of time. In In­dia, it has a lot more to do with me­dia fa­nati­cism and so­cial cur­rency than with ac­tivism as was in the case of Trump. Sneak­ers sug­gest com­fort and wear­a­bil­ity with an added flair of cool­ness. And with Anand Ahuja, fash­ion en­tre­pre­neur and head of Bhane and VegNonVeg, in­tro­duc­ing sneaker as part of the wed­ding trousseau, this sneaker craze might just un­roll into the wed­ding sea­son as well.

The sil­hou­ettes and the gar­ments are more work­ing class in ap­peal and made more re­lat­able in terms of daily wear. Loose sil­hou­ettes with an ef­fu­sive qual­ity hug­ging the body and bring­ing sen­su­al­ity back into times of fes­tiv­i­ties are stick­ing out more.

Breath­able and open neck­lines are stream­ing in back and beck­on­ing the boom and rise of fem­i­nism. Mean­while, dresses and blouses now in long sleeves and cape sleeves are el­e­vat­ing the look of a sari or a kurta/an­grakha. The pre­ferred cut for the skirts is mid leg. Longer lengths sit­ting be­low the knee or graz­ing the an­kle are pre­ferred for a more for­mal, ma­ture feel and tie waists are ad­ding a fem­i­nine el­e­ment. Tea length is mak­ing heads turn in with flo­ral prints of all kinds, be it over­all or mini prints just on the right side of chic.

It’s not a sur­prise that sev­eral brands are now cham­pi­oning the ap­proach of evolv­ing their col­lec­tions from sea­son to sea­son, of­fer­ing re­peat styles with pieces that have longevity to in­vest in. Nostal­gia, as a trend, speaks to the mil­len­nial cus­tomer who didn’t ex­pe­ri­ence it prop­erly the first time round and there­fore now can with dis­pos­able in­come at his bay. Lux­u­ri­ous weighty fabrics and metal­lic fin­ishes are strik­ing and fu­tur­is­tic in touch. They are ob­tained with se­quins or satin fabrics and are used in all types of gar­ments and with all kinds of shades and prints while clas­sic cot­tons have a more ca­sual feel. Lurex is the sta­ple yarn along­with all nat­u­ral fi­bre yarns boom­ing the mar­ket. Glam­orous silks are ram­pant in al­most all col­lec­tions with a sen­so­rial en­hance­ment to fas­ci­nate the touch of the wearer.

Some of the trends of this sum­mer are re­peated and con­tin­ued dur­ing the au­tumn-win­ter sea­son. It stands out in the use of trans­paren­cies with sheers mak­ing a come­back and il­lu­sion bodice hit­ting the ramps. Ribbed and ruched tex­tures are more ev­i­dent in de­tail­ing, dresses and blouses.w

Good Earth in its first cou­ture col­lec­tion ‘The Minia­tur­ist’ of its first su­tain­able cloth­ing line Sus­tain has hit the mar­kets this fes­tive sea­son with minia­ture art of Ra­jasthan, bring­ing back cho­lis and lehen­gas along­with kur­tas and saris in rich pas­tel col­ors, lead­ing us to the good old golden times with Go­ta­p­atti cre­at­ing its magic on Chan­deri silks.

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