Live links: Tear away the low-cuts, ethnic chics storm town
Shubhreet Oberoi & Radhika Bhalla
New Delhi, 5 August 2005
Move over cool cats, she's an ethnic chick walking by! Go, junk your tank tops and jazzy jeans. Because India's young urban fash frat is stocking up ghagra skirts, kurtis and bandhini dupattas. No wonder the queues just got longer at fabindia, while Anokhi and Cottons got a new lease of life.
Last heard, fabindia, Anokhi, Cottons and Sabhaiyata were all exploiting 'culture clothing', expanding businesses all over the country. Sabhaiyata which started four years ago in Delhi, is planning to launch stores in Mumbai, Calcutta, Hyderabad and a few other metros. Fabindia, the largest player with stores in Delhi, Mumbai, bangalore and Chennai, is also planning a dozen outlets in Mysore, Pune, mangalore, Hyderabad, Goa and Nasik.
So what makes ethnic attire a rage? Says Jasmine Kaur, a second year student at LSR, " Ethnic is the in-thing these days. Jeans and tank tops have given way to long skirts, kurtas and dupattas. Other than looking hip, thet are also very comfortable. In fact, mix-n-match is the order of the day, be it Indo-Western attire or a combination of Indian dresses."
Traditional Indian beauties have always fancies the salwar kameez. So, whats new this time?
It's the style quotient, stupid! An entire generation in the 18-25 age group is taking to ethnic wear. Just look up that girl driving the black, flashy Honda to Delhi's happening club, Elevate. She's exchanged her halter and mini for ghagra and spaghetti. Indo-western fusion is whereitsat. And it's not only in India. In fact, its scorching the ramps the world over. Designer Preeti Bahll, who recently showcased her fusionwear collection in KL says," Traditional Indian garments look very beautiful, but fusion is really the flavour these days in many parts of the world, including Europe. An offshoulder poncho made from tie 'n' dye chiffon with sequence embroidery, teamed with a tie 'n' dye short chiffon cow skirt looks stunning. It carries the signature of our country and is very werable in global fashion circuits."
So, whats driving entrepreneurs to sell hand-woven, traditional clothing in an increasingly westernised society? Says Samantha Millwards of Anokhi," There's always been a market for ethnic clothes. In India, people dress with reference to their culture and lifestyle but the reason it's become so prominent is because now they like to mix and match traditional and western outfits." To further explore the market, Anokhi plans to set up 4-5 stores by end of this year. Time your wardrobe got a makeover.
Shubhreet Oberoi & Radhika Bhalla
New Delhi, 5 August 2005
Move over cool cats, she's an ethnic chick walking by! Go, junk your tank tops and jazzy jeans. Because India's young urban fash frat is stocking up ghagra skirts, kurtis and bandhini dupattas. No wonder the queues just got longer at fabindia, while Anokhi and Cottons got a new lease of life.
Last heard, fabindia, Anokhi, Cottons and Sabhaiyata were all exploiting 'culture clothing', expanding businesses all over the country. Sabhaiyata which started four years ago in Delhi, is planning to launch stores in Mumbai, Calcutta, Hyderabad and a few other metros. Fabindia, the largest player with stores in Delhi, Mumbai, bangalore and Chennai, is also planning a dozen outlets in Mysore, Pune, mangalore, Hyderabad, Goa and Nasik.
So what makes ethnic attire a rage? Says Jasmine Kaur, a second year student at LSR, " Ethnic is the in-thing these days. Jeans and tank tops have given way to long skirts, kurtas and dupattas. Other than looking hip, thet are also very comfortable. In fact, mix-n-match is the order of the day, be it Indo-Western attire or a combination of Indian dresses."
Traditional Indian beauties have always fancies the salwar kameez. So, whats new this time?
It's the style quotient, stupid! An entire generation in the 18-25 age group is taking to ethnic wear. Just look up that girl driving the black, flashy Honda to Delhi's happening club, Elevate. She's exchanged her halter and mini for ghagra and spaghetti. Indo-western fusion is whereitsat. And it's not only in India. In fact, its scorching the ramps the world over. Designer Preeti Bahll, who recently showcased her fusionwear collection in KL says," Traditional Indian garments look very beautiful, but fusion is really the flavour these days in many parts of the world, including Europe. An offshoulder poncho made from tie 'n' dye chiffon with sequence embroidery, teamed with a tie 'n' dye short chiffon cow skirt looks stunning. It carries the signature of our country and is very werable in global fashion circuits."
So, whats driving entrepreneurs to sell hand-woven, traditional clothing in an increasingly westernised society? Says Samantha Millwards of Anokhi," There's always been a market for ethnic clothes. In India, people dress with reference to their culture and lifestyle but the reason it's become so prominent is because now they like to mix and match traditional and western outfits." To further explore the market, Anokhi plans to set up 4-5 stores by end of this year. Time your wardrobe got a makeover.
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