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Fashion as we knew it, is over: A Revolution in Indian Fashion
Mary Quant, the renowned British fashion designer, once said that fashion is all about wearing what one feels like. This belief, which she realized in the 1960s, holds true even in today’s Indian fashion scenario. Gone are the days when fashion in India was confined to Western styles and designs. The concept of fashion has evolved, embracing inclusivity, sustainability, and individual expression.
Indian fashion is now an extension of one’s spirit, allowing individuals to feel comfortable and at home in their attire. Fashion has become a powerful tool to showcase one’s identity and personality without needing to conform. With its vibrant colors, diverse designs, and rich heritage, Indian ethnic wear has gained immense popularity among the youth.
The Rise of Ethnic Fashion
Ethnic apparel, which was traditionally reserved for festivals and celebrations, has now become a preferred choice for both corporate and casual wear. Several factors have contributed to this shift:
Comfort
The supreme style quotient of ethnic wear lies in its comfort. India’s tropical climate favors fabrics such as cotton, linen, and silk, which are perfect for ethnic experiments in clothing.
Innovation
The fashion industry in India is witnessing the rise of innovative fabrics, styles, drapes, and colors, capturing the hearts of many fashion enthusiasts.
Diversity and variety
There is an extensive range of ethnic wear to choose from, with numerous labels and mix-and-match styles and silhouettes available for experimentation.
Ethical and responsible fashion
Consumers today are inclined towards slow, handcrafted artifacts and apparel that promote sustainability and environmental balance. The humane touch and unique stories behind these creations make them even more desirable.
Space to experiment
Ethnic fashion liberates individuals from the pressure to conform. There are no longer strict rules on how to drape a dupatta or a saree, allowing for personalized, quirky, and out-of-the-box designs and drapes.
Affordability and advertising
The support of social media influencers, media personalities, and celebrities has led to increased awareness and popularity of sustainable and handloom ethnic brands.
A Revival of Indian Heritage
The fashion industry in India is experiencing a revival of its rich heritage and timeless legacy. Designers, textile curators, and fashion labels are going back to their roots, celebrating local artisans, and embracing sustainable practices. This revival has been further amplified by recent events:
The Pandemic Effect
The COVID-19 pandemic has led to changes in consumer behaviors and consumption habits. People are prioritizing comfort and long-lasting pieces over fast fashion. There is a growing appreciation for locally made products and a renewed focus on self-sustenance and “Make in India.”
Passionate Initiatives
Renowned designers like Sabyasachi Mukherjee have launched initiatives to save and popularize traditional garments like the saree. Brands like Indian Ethnic Co and Ummaira are striving to make Indian fashion responsible, sustainable, and truly handcrafted. Ummaira’s annual event, ‘The Silks of the East,’ celebrates the rich weaving culture and storytelling traditions of Eastern India.
India’s fashion industry is experiencing a revolution, driven by a desire to preserve and promote its heritage. With a renewed focus on sustainability, local craftsmanship, and individual expression, Indian fashion is no longer confined to Western influences but has truly come into its own.
