Indian couture creating waves in the International market

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The Indian touch is omnipresent. Be it culture, traditions, religious spirit, art and architecture, India has always been different and has always inspired the world. And now India is ready to take over the fashion industry. Indian designers are creating waves in the international fashion market.

Paris has always been considered as the fashion capital of the world. Trends set in Paris and Milan are duly acknowledged by the rest of the fashion conscious world. India never enjoyed a prominent position in the fashion world. A Fashion Design Council of India-KPMG study has put the Indian designer market at a measly 0.2 per cent of the total branded apparel market.

But now things are changing. What emanates from India is being taken seriously. Indian designers today are creating a kind of buzz, which once only fashion gurus in the west could create.

The hallmark of this recent resurgence is highlighted by the fact that a fashion stalwart like Jean Paul Gaultier showed a whole collection called "Indian Chiaroscuro," reflecting the designs of India. Another noteworthy point is the fact that fashion stars Abu Jani and Sandeep Khosla's creations were worn by Sophie Maceau in the Bond flick 'The World is Not Enough'.

This, no doubt, says that Indian couture is making a mark in the international fashion arena. But this is just the beginning.

The Indian couture divas like Rohit Bal, Manish Malhotra, Ritu Beri are creating a gentle simmer in the fashion field by exploiting the avante garde classicism of the past and infusing a contemporary twist to it, thus displaying a spectacular fashion panorama, which not only echoes the intrinsic charms of the land, but is also a pleasure to beholders.

Indian designers are striking on the international fashion arena with incomparable, unique age-old treasures of weaves, embroideries, various fabrics and vibrant colours, combining innovation, creativity, unique styles and designs, and comfort. The entire world looks captivated by the new Indian fashion statement.

India can be called as the most fashionable country on earth. The range of wearable Indian designs stretches across a whole exciting canvas. There is abundance of creativity in Indians. Our weaves, embroideries, our fabrics, our colours and varieties are unparalleled. The very traditional Chikankari and Zardosi embroidery skills are now being revived. Indian couture caters to individuals who have a sense of style and confidence to carry the look created specially for them.

Indian couture is now specialising in adapting Indian cuts for the western market. This calls for impeccable finishing and detailed workmanship at every level. The Indian range of international couture covers sherwaanis, 'bandh-gala' coats, tunic tops and trousers, embroidered shirts with Chinese collars, special wedding outfits and attached 'Kali' coats for women. For western weddings their unique white-n-white resham embroidery is a striking feature.

The scene at the international market for Indian couture does sound promising but it would not be wrong to say that this is just the beginning. Though international buyers are eyeing the Indian couture market favourably, they are unanimous about the importance of strong prÊt and ready-to-wear collections for every designer.

In today's corporate world it is very important that the clothes people wear be comfortable, prÊt and ready-to-wear. This is the area the Indian designers have to concentrate. There is increasing pressure on Indian designers to give their designs the international touch while still retaining the richness and the traditional Indian feel.

But shifting from being an exclusive couture label is not easy. In the west, giants like LVMH manage the prÊt lines of leading designers. But in India, the industry is still at the nascent stage.

The shift from couture to prÊt, demands certain fundamental changes. PrÊt requires a change in the designers' mindset. Unlike couture, which is meant for special occasions, pret wear has to be both affordable and wearable. PrÊt also needs infrastructural changes. The scale of operations being much larger than for couture, production units have to be bigger.

The Indian designers have already started recognising the market trends and are moving with the times. Though the process is slow, the shift has begun. Indian designers will soon take over the world.