Like Chicken Tikka Curry, Indian Ethnic Wear has taken the world up by storm. Thanks to world renowned designers such as Sabyasachi Mukherjee, Manish Malhotra and Ritu Kumar, India is slowly emerging to be a hot global fashion destination and the Ethnic wear is making its presence felt stronger like never before. And why shouldn’t the West be mesmerized by Indian fashion? Fashion in India has thousands of years of tradition behind it. India is land of rich and varied textile heritage where each region of India has its own native dress and traditional costumes; it is a virtually a play ground for the designers!
India is known for its culture, values and designs. India’s versatility and craftsmanship is held in high regards for thousands of years. With Hollywood celebrities and global fashion labels taking India inspired attire and accessories onto red carpets, demand for Indian outfits in the foreign market has grown exponentially.
Indian Inspired designs have forayed into Hollywood and even the White House has fallen under a deep spell. First lady Michelle Obama, who is known for her eclectic fashion sense was recently spotted wearing Indian inspired designs. From Julia Roberts to Victoria Beckham to Lady Gaga, many global celebrities have been fascinated with Indian Ethnic Wear for years.
With the advent of globalization and internet, Indian designers are slowly making inroads into the mainstream fashion scene in the west and bringing upon astounding changes. Exotic designs developed by Indian designers have generated a great influence on putting the limelight on Indian clothing trend. These designs along with magnificent craftsmanship have increased the acceptability of Indian clothing in the international textile market. Today, indo-western fusion clothing is one of the highly demanded garments across the world. But this exchange of culture is a two way street. As the Indians are getting hooked to Mc Burgers and Pizza, from Bollywood dance move to pashmina shawls, everything Indian seems to make a huge impact on the western countries. Many of the western designers find Indian culture to be a bottomless well of inspiration for color, style and crafts.
The story back home is no different. Although there has been a great influx of western brands, the allure of Indian Ethnic wear haven’t diminished, in fact there has been a significant rise in demand for Indian outfits. According to a latest research done by The Clothing Manufacturers Association of India (CMAI) Indian apparel market will continue growing at an unprecedented rate and this trend is here to stay.
Emergence of eCommerce portals in India has open flood gates to the global buyers who can have a real taste of Indian Ethnic wear. Shopping for Indian wear has never been this easy for both global as well as Indian consumers. Today, many designers have exclusive tie ups with various eCommerce portals which has helped them to reach out to the masses. Furthermore eCommerce websites selling ethnic wear has thousands of products to choose from which is practically impossible for a regular brick and mortar store to house such a large collection.