Indian Brands Revive Ethnic Wear Genre
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.