In­dian Brands Re­vive Eth­nic Wear Genre

Images Retail - - FRONT PAGE -

A quick peek into an ur­ban women’s wardrobe in In­dia will ac­cen­tu­ate the fact that In­dian eth­nic wear is fac­ing stiff com­pe­ti­tion from Western wear. Western wear has made strong in­roads into the In­dian woman’s closet, not just in Tier I cities but also in Tier II cities and small towns as well.

Hav­ing said that, it is com­fort­ing to also learn that In­dian eth­nic wear brands have taken it on them­selves to re­vive the genre and give it a fresh and modern twist thus at­tract­ing women from dif­fer­ent classes and strata of so­ci­ety.

Today, the eth­nic wear genre is here to stay and go­ing by re­cent trends, it plans on lead­ing the way for women’s wear in In­dia. We track the dy­nam­ics of eth­nic fash­ion in malls today…

With the likes of the Zaras and the H&MS which have en­tered into the coun­try, would it be right to say that fash­ion is be­com­ing syn­ony­mous with western wear and that women in In­dia are giv­ing a cold shoul­der to eth­nic clothes? A walk in a mall may per­haps an­swer to ques­tion. Where western wear brands stand tall in malls with huge sq.ft. space, there is an un­der­cur­rent of eth­nic wear brands too. Un­til a decade ago, eth­nic wear was more or less re­stricted to be­spoke cloth­ing where the neigh­bor­hood mas­terji aka tai­lor had women com­ing to him to get suits stitched.

How­ever, all this changed when brands like BIBA en­tered the mar­ket and led way for other brands to gain a foothold. Grad­u­ally, not only for­mal and fes­tive wear, but also ca­sual In­dian wear found stand­alone stores – both branded and non-branded.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.