IN­DIA CRACKS THE MOD­EST FASH­ION MYTH

Apparel Online - - Fashion Business -

For ages, Western mod­ernism and Is­lamic con­ser­vatism have waged war on the topic of fash­ion lib­er­al­iza­tion and how it ad­dresses the Mus­lim com­mu­nity glob­ally. More re­cently though, the fash­ion and style sen­si­bil­i­ties in this re­gion have been un­der­go­ing a re­nais­sance, with an in­creased number of con­sumers em­brac­ing, and de­sign­ers pro­vid­ing for more un­ortho­dox ways of dress­ing. In our lat­est ex­pe­di­tion to Lakmé Fash­ion Week Sum­mer Re­sort 2018, we had the op­por­tu­nity to in­ter­act with a few renowned buy­ers based out of the Mid­dle East in or­der to un­der­stand the fast evolv­ing Is­lamic mar­ket and their ex­pec­ta­tion from In­dian de­sign­ers.

There are var­i­ous rea­sons that can be at­trib­uted to the rise of fash­ion’s ac­cep­tance in the Mid­dle East. This can mean a lot of great things for the In­dian fash­ion in­dus­try which shares sev­eral cul­tural val­ues with the re­gion. Per­haps it would not be wrong to say that no other coun­try can un­der­stand the Mid­dle East like we can.

The cur­rent re­tail cli­mate and shop­ping ex­pe­ri­ence is fun­da­men­tal to the lifestyle and spend­ing habits in the Mid­dle Eastern mar­ket which en­joys a greater rate of dis­pos­able in­come. In such a sce­nario, the touch and feel of a prod­uct has be­come vi­tal, giv­ing rise to many multi-brand fash­ion re­tail­ers as well as in­di­vid­ual de­signer stores.

Gone are the days when it was ex­pected of a woman to don her­self in a façade that re­vealed only her eyes, urg­ing many de­sign­ers to move away from the all-cov­ered cloth­ing trend. Speak­ing of their ex­pe­ri­ence from Lakmé Fash­ion Week in Mumbai, buy­ers loved the fab­rics and hand­work on dis­play, but there was

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