Fashion is an evolving subject.

Yesterday's fashion will undoubtedly resurface again as fashion moves its way through the trend cycles time and time again. Fashion refers to styles of dress (but can also include cuisine, literature, art, architecture, and general comportment) that are popular in a culture at any given time. The History The total range of costumes in India is considerably expanded between the 8th and the 12th centuries. Interesting and useful accounts of geographers and chroniclers, especially those of Arab and Chinese origin throw light on the Indian costumes in vogue at different times in history. In their accounts, Masudi, Idrisi and Ibn Hawqal speak of Indian cotton with a sense of wonder and awe. With the arrival of the Mughals in the 16th century, new garments like qaba, jama, piraban, lilucba, liba, kasaba, and the like began to be used. These kinds of costumes are also found illustrated in the historical works like the Babar nama, the Tawatlkb-i-kbandan-i-Taimuriya and the Tarikb-i-fi. Abu'l Fazl provides probably the best documentation that we have of the costumes of India from any single source prior to the 19th century. He mentions that Akbar had replaced the names of several garments with new and pleasing terms. Muslin from undivided India was an important commodity of export and a high fashion fabric in Europe and other parts of the world. Indian costumes like the silk saris, brightly mirrored cholis, colorful lehangas and the traditional salwar-kameezhave fascinated many a travelers over the centuries. Although sari is only one of the many traditional garments worn by women, yet it has become the national dress of Indian women. The tightly fitted, short blouse worn under a sari is a choli, which evolved as a form of clothing in 10th century AD. Though the majority of Indian women wear traditional costumes, the men in India can be found in more conventional western clothing. Shirts and trousers are worn by men from all the regions of India. However, men in villages wear traditional attires like kurtas, lungis, dhotis and pyjamas. Indian dressing styles are marked by many variations, both religious and regional and one is likely to witness a plethora of colors, textures and styles in garments worn by the Indians. Apart from this, the rich tradition of Indian embroidery has long been made use of by fashion designers from other countries. India prides in works like Zardozi, Dabka, brocades, Pashmina, Jamawar and bandhni. It seems paradoxical that fashion is considered a young concept in India since the first fashion show was held only in 1958. Jeannie Naoroji wins the credit for initiating the first wave of fashion shows in India and for giving a degree of professionalism to such shows. Since then, there has been growing consciousness among the Indian men and women towards the fashion, styles and designs of the dresses they wear. Several institutes like National Institute of Fashion Technology (NIFT), Indian Institute of Fashion Technology (IIFT) and other fashion academies have been established where the students are taught to translate their creativity into dresses and fabric designs. The media has also played an important role in the fashion boom. Good coverage is provided to the fashion world and several magazines are specifically devoted only to the fashion scene. The proliferation of fashion-based programmes on the satellite television channels has increased the consciousness of the average Indian masses about the changing trends in the global fashion. The Present In the past one decade the Indian fashion industry has moved from the embryonic stage to a blossoming take-off. Fashion designers have contributed substantially to the spread of fashion as a driving force, both among Indian consumers and select segments of Western markets. India can now boast of dozens of leading fashion designers, who can match any European fashion designer in their concepts, styles and designs. Ritu Beri, Rohit Bal, Ritu Kumar,

Ravi Bajaj. Annie Thomas. Himanshu Malik. UK and USA. Eco Boom taps Pret a Couture: The current spurt of economic growth in India has no doubt affected the fashion scene. Jatin Kochar. Ravi Bajaj has designed various fashion lines for export houses targeting the US and European markets. Indira Broker. Now more and more leading fashion designers like Ritu Beri. Manish Malhotra. Similar revival is evident in womens costumes. Ritu Beri has an outlet at the prestigious Regent Street in London and in New Jersey in U. Fashion and dress-designing goes in tandem with professional ramp modeling. Wendell Rodricks. Pavan Aswani. it changes perhaps everyday.A. Deepika Govind. themes and skilled craftsmen are available in India and Indian fabrics and styles are best suited for the country. While the western fashion of jeans and skirts seem to dominate the scene. Atul Wokulu. Rina Dhaka and others are concentrating on Indian wear and trying to revive India's glorious fabric and design traditions. And yet. continue to be a primary theme in India's fashion. As the best of designs. Ravi Bajaj. Nina Manuel. Gitanjali Kashyap. Namrata Barua. In this collection the designer blends the dominant trend of the western world into the Indian dress. Shaina NC. The Sherwanis. But. Indian fashion designers have created a new category of clothing. Sharon Leong and Chandrajit Adhikari. Payal Jain.S. Malaika Arora. Arjun Rampal. J.Abraham and Thakore. Marc Robinson. which is showcased as the indo-western line or collection of clothing. the scene is different today. both male and female. Today the fashion designers from India have created a lasting impression on the world market and boast of clients in the Middle East. The Indian designers are also found to take up social themes like the cause of environment in their designer wear. yet the traditional salwar kameez. Lina Tipnis. Indian designers like Gitanjali Kashyap. The distribution of demand for fashion clothing accessories across different levels of society aids the allocation of resources and positions of fashion in the market accordingly. Anupama Verma. In India ramp modeling has come of age with a rapidly growing genre of professional ramp models. As a result we find more and more men and women adopting the swadeshi clothes and designs. created by leading Mumbai couturiers Abu Jani and Sandeep Khosla. The rise of the awareness and purchasing power of the middle-class has resulted due to the boom in the service . after China. such efforts seem quite logical. Rahul Dev and Rohit Ticu are among the leading male models. Meher Jesia. as the nation has a closet of fashion designers who are also creating trends across the globes. Interestingly an Indian shawl and a salwar-kameez ensemble. motifs. Maria Goretti. Nayanika Chatterjee. Madhu Jain. Manoviraj Khosla. Anna Singh.Valaya. Sonali Rosario and Ujwala Rawat are among the leading female models of India while Milind Soman. Jodhpuris. Transformation of fashion trends as a function of social status is an area of much interest and consequence.J. Madhu Sapre. Rina Dhaka. shawls and Kurta-pyjamas have all sprung back as the "latest designerwear" among men. Sheetal Mallar. For those who have not known this. Helen Brodie. Bipasha Basu. Sherie Meher Homji. Rohit Bal and others frequently participate in fashion shows abroad. making a mark in domestic as well as international arenas. Ashish Soni. Andrew Piers. Fashion Industry Trends Fashion has been in existence and eminence for over 5000 years. instead of letting India simply follow world trends. Several Indian designers are also launching ranges that are easy on the pocket of ordinary masses. Liza Ray. Sonali and Himanshu. chudidar kameez and sari. Nehru jackets. It is the largest exporter of garments. fomed part of the exotic wardrobe of French actress Sophie Marceau in the latest James Bond adventure. In fact. India has maintained the position of being the second largest jobworker for international brands. Salim Asgarally and Tarun Tahlliani top the growing list of reputed fashion designers in India.

Revolution. Now as it grows beyond bounds. Consumers today have money to spend and to spend it wisely. eating at odd hours has led to a change in the physical attributes of people in general. Fashion has also managed to target the so called obese/ overweight strata where the demand is remarkable. to complement if not replace currently used natural fibers in the coming years. As opposed to this. However this speaks more of the patterns of a fashion consumer. The restricted international trade in this industry till before 2005 was unorganized and practices went unnoticed. on the fashion scene. Research talks about fashion clothing . and converter to innumerous international fashion brands finds it inevitable to acquire FLO certification. Out of ecological necessity & desire for novelty. Bamboo. Sportswear brands like Nike. Hence this is giving a competitive push to the local brands to improvise on product. creative leaders are exploring future possibilities of more natural fibers like bamboo. International fashion brands like MANGO. Food trends and changing anatomy of fashion: Fast food culture. a label of garments made of bamboo fibre showcased in Pantaloons this season. This multi-functionality of people and their wardrobe stems mainly from the increasing Urbanization and evolving work standards and patterns. export houses. Lakshita are some pioneers in this segment who realized well in time. it is taking on a organized and most cases even a corporate structure which prioritizes not only quality but also just and ethical trade practices. plus Size Fashion hence has gained importance. A novel research project is looking at ways to recycle plastic bottles for use in the fashion industry in a bid to halt the landfill crisis. soy. milk. packaging etc. Fashion is working now more as a function of creating multi-functional clothing. India as a supplier. Nano Technology has taken "functional clothing" to a whole new level. Demand is now for fashion that returns value for money and yet is novel. work and other activities that exist at present is evident. Thus.industry. Plurality v/s Diversification in Fashion: Plurality in dressing to conform to different activities and environments is rapidly emerging. Many Eco conscious countries have introduced legal regulations and prohibitions to safeguard larger interests of the globe. we can highlight the role and relevance of ecological and regulation inputs. The market for such brands is growing by the day. Reebok are diversifying in a big way into highly specialized engineered sportswear or rather gym wear. This need is being fulfilled by the rapid expansion in organized retail segment. overeating. Retailers are now experimenting with Prt a couture. All. the occasion and hence the objective for dressing is another parameter to measure change in the fashion industry. The chasm between designer and high street is fast disappearing. the scope of such products. textile mills etc to adopt and adapt to the new policies. GUESS etc entering the Indian market and selling at premium prices comparable to those in the west. Thus a strong pulse to acknowledge is Couture meets Prt drive fuelled by the increasing demand for designer fashion at reasonable costs. This can be co-related to the current revolution in retail. This Global exchange is one of the many driving forces that accentuate the growth of brand awareness in India. pineapple etc. Eco/Fashion Equation: In the functional context. pricing. corn. Technology and creativity: Technology is a major factor in giving sudden twists to fashion trends. These regulations are directly/ indirectly forcing the manufacturing houses. Specialized Gym wear/Sportswear has taken their racks in fashion stores. manufacturer. For example. The need for a multi sectional wardrobe with clothing made to fit the varied social. Global village to international brands: The "global" scenario in the economic perspective has altered fashion. In the same breath we can include the increasing gym culture. Fair trade beyond FMCG sector: The importance of ethical practices in the industry is stretching from sourcing to pricing. In retail. Thus expectations for quality are on rise. paper. This awareness has spilt steadily into the creative initiatives even in Indian retail industry.

Christian. 900 crore and is growing at 9. In order to keep the consumers interest in the range of cosmetics. Sparkling future ahead The fashion cycle definitely keeps progressing with the time as new fabrics. shlokas and deities are in plenty.5 per cent annually. 000 crore in March 2007. nonwovens have emerged rapidly as the fabrics of the future.1. It is not only a platform for the established designers.750 crore industry by 2012 from the current level of Rs. These designers are selected by a panel set up by the company. 000 crore next year. it said in a paper on 'Indian Fashion Industry'. According to Assocham. Greek. the company uses this as a stage to promote its products. with each Lakme India fashion week the company launches a theme on the basis of which designers have to create their respective . body piercing and nail art. Today. 2009 India fashion week What has further boosted India¶s place on the map of international fashion? In the recent years the largest domestic cosmetic company of the country introduced the Lakme India Fashion Week.500 crore in the next five years but the growth of the sector would be much more.270 crore. April 3rd. The efforts have been put in by the government and renowned institutes to establish more fashion institutes across the country with R&D facilities in each state so that regional expertise is blended with international designs. The sector accounts for a meager 0. the Indian culture has been subject to influences from earliest history Roman. According to the industry experts. This particular event is a platform for buyers and sellers from across the world. given the increased demand for designer clothes and huge investments being planned by companies. The paper further asserted that the Indian apparel market.2 per cent of the global designer wear market. the domestic fashion business is expected to become a Rs.developed using fabrics treated with nano particles to prevent colds and flu and never needs washing.111. Conventional textiles are not able to meet the production cost. providing business incubation to upcoming designers and rewarding efforts through appropriate design awards. The demands for fabrics have increased sharply. 30. Another nanofabric destroys harmful gases and protects the wearer from smog and air pollution. Apart from showcasing the latest fashion trends. Jewish. French & British. With better customization of characteristics into the fabric and appropriateness to certain end uses being advantages. trends. which opens the Pandora of opportunities for the fashion community. The need for adventure gets a face in fashion with body art like tattoos of Indian gods and goddesses.162. there is a dire need to groom designers by sponsoring exchange programmes. the culture of India is unique and uniquely modifying. Psyche in fashion: In the Indian context. India Fashion Week Friday. but also a first time ramp for launching new designers. designs and cultures mix and match their way to create something unique. Arab. It was projected that the domestic fashion industry would grow to a level of Rs. Mughal. would touch Rs. Also clothing with prints of manuscripts. The western influences on top of 3000 years of culture have given birth to this uniqueness. worth Rs. which is hosted under its own banner. which is worth Rs.

In the initial two runs of the fashion week there were a lot of glitches. who have participated in the week. . by the third event the company had ironed out all the creases.the summer collection and the winter collection. In fact. However. though from timeto-time designers host fashion shows to showcase their latest line of clothes. wherein there are two sets of collections . endorsing their label. A section of the press went on a rampage bringing out the various nuances. From the international trade perspective.lines. The India fashion week is conducted twice a year. as well as establish contracts with some of the designers in order to have them showcased in their own city. vendors from around the world visit the India fashion week in order to purchase the latest fabrics. The designers are given freedom to use fabrics of their choice. Creases were apparent in organization and showcasing. in the last two to three events film stars have walked the ramp for certain designers. The cosmetic company also introduces into the market a range that is contributed by reputed designers. This increases the marked value of the labels. it is a major event where the who¶s who of the celebrity section of society definitely visits a few ramp walks to see what dominates the scene. The event is the only one in India. and today. however the color scheming has to be based on the theme set by the company.

Sign up to vote on this title
UsefulNot useful