India has hit the international fashion headlines over the past few years because of unique creations and developments. Trendy fashion shows in India have attracted national and international attention. Moreover, some have chosen to focus on socio-political themes such as the global threat of terrorism and the current economic crisis.
There have already been several successful fashion shows this year in India -- the Wills India Fashion Week, Delhi Fashion Week and Lakme India Fashion Week to name but a few.
Jattinn Kochhar is a designer who has displayed his collections in numerous locations around the world, including Bangkok, Colombo and Johannesburg:
“It is handwork which makes Indian designs unique. Almost all the top designers of the world get their beading done in India. This has been happening for the past hundred years. American, European and British designers all look to India for inspiration. The roots all are here,” he says.
80 percent of Indian designs are sold to domestic fashion houses. These are growing by 10 percent annually. This year’s shows have seen vibrant colours such as blue and violet as well as softer pinks and whites. Skirts and printed tunics, floral patterns and quilted jackets in silk or leather have been showcased.
India is rich in culture and colour
Jattinn explains the chief reasons for the increase in demand for Indian designs: “India is rich in heritage, culture, fabric, motif, colour, embellishments and in terms of creativity, India and Indian designers have huge potential.”
Samant Chauhan started his designing career in 2006, and now retails his work in Russia, Switzerland, Italy, France, Israel and Singapore.
He displayed his new “Silk Route” collection at the Wills India Fashion Week in Delhi: “A lot of designers are taking inspiration from Indian crafts, textiles and colours. It is reflected in all major collections like John Galliano’s collection. Indian designers are now exposed to Western markets. European buyers are ready to buy Indian designer products. Indian brands are being sold in their stores. You can see the collections of top Indian designers in top international stores like Harrods etc.”
Fashion bazaar project
As Indian pret-a-porter and couture designs continue to set trends and gain popularity across the world, a project that would enable designers to have more freedom is being formed.
A so-called fashion bazaar will showcase collections throughout the year, allowing buyers to view designs without having to wait for particular fashion weeks or shows. However, the fashion community is still waiting for government support.
The Indian Associated Chambers of Commerce estimate investment in the Indian fashion industry to reach 7.5 billion rupees by 2012 as compared to the current 3 billion rupees.
As more fashion schools open up, fresh graduates are bringing in new ideas. Indian designers will probably seek to open more outlets in the West so that the latest Indian ethnic designs are available to a wider market.
By Nikki Rattan/DW
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