Contemporary ethnic wear gains popularity in India

Contemporary ethnic wear or Indo-western wear – a more relaxed, contemporary and modified take on traditional Indian outfits – is gaining popularity among India’s youth. With an impressive line up of clothing meant for different purposes and occasions, the contemporary ethnic wear brands are dominating the retail scene in pretty much all the metros and tier II cities today.

“There is a rise in demand for apparels in ethnic wear category because of the modesty and comfort advantages it provides. The fabrics used in this kind of clothing are ideal for the climatic conditions of India,” explains Mr. Siddharth Bindra, MD, BIBA in a tête-à-tête with fibre2fashion.

“Nowadays, people prefer to dress according to different occasions, so dressing is no more restricted to just shirts, trousers or suits. We have ethnic formal, casual and occasion wear and there is a good percentage of consumption in each and every sub category,” he adds.

“These sub categories cater to various kinds of requirements, for example formal and casual can be worn both at work and home and the heavier ones at occasions like festivals and weddings,” says Mr. Bindra.

Indian ace designer Ritu Kumar also feels that there is a great demand for ethnic wear in India, which is not a new phenomenon. “Our country has always maintained a parallel wardrobe of its classics because they are more colourful, in sync with the climatic and cultural conditions of the traditional Indian society, and definitely more flattering to the Indian figures as compared to western outfits,” she reasons.

According to designer Manish Arora, the demand for ethnic wear in India has certainly increased. “The reason for the rising demand is because it is elegant and stylish and also there are many designers who are doing great work in ethnic collections these days,” he opines.

When quizzed about his own ethnic wear creations he replies, “For my own ethnic wear brand ‘Indian by Manish Arora’, I convert the outfits into something contemporary and fun. I do not westernize the garments but I do modernize them.”


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